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Citigroup (SWOT Analysis)

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“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

Citigroup 

Citigroup is one of the world's largest financial services company, with an asset base of more than$2 trillion at the end of 2007 and an extensive network of global operations. It operates a network of 8,527 branches, approximately 20,000 ATMs, and 530 automated lending machines (ALMs).Citigroup has more than 200 million customer accounts and does business in more than 100 countries. Strong market position and brand name provides the group with a competitive advantage and enables it to tap opportunities across various geographic markets. However, Citigroup is vulnerable to the credit crunch and difficult mortgage market in the US.

Strengths, Weaknesses, Opportunities and Threats (SWOT)

 

Location of Factor

TYPE OF FACTOR

Favorable

Unfavorable

Internal

Strengths

  • Global brand
  • Infrastructure
  • Broad product portfolio

Weaknesses

  • Exposure to subprime
  • Citigroup in Japan
  • Declined capital adequacy

External

Opportunities

  • The Egg acquisition
  • Positive outlook for global banking
  • Acquisition of Automated Trading Desk

Threats

  • Weakening financial markets
  • Consolidation in the banking industry
  • Weak mortgage market in the US
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