Question

Company: Citigroup

Company analysis:

1)Full company name; home office (city, state, country); name of CEO and name of President or indicate if same; stock symbol; stock exchange where stock is traded; closing stock price as of the Friday before the date the project is due.

2)History of the company. Where was the company founded and who was/were the founders? Indicate any major events in the company’s history like mergers or acquisitions?

3)What primary industry does this company compete in and who are their major competitors. Is there any public economic data that indicates their overall competitive position?

4)What is the enterprise level strategy (mission/vision/values). What does the company stand for? Substantiate this, if you can, with research and citations. What is their “Brand Promise”?

5)Corporate level strategy. What is this strategy and if there are portfolio businesses, name the top three held by this company?

Answer 1

• 1)Full company name; home office (city, state, country); name of CEO and name of President or indicate if same; stock symbol; stock exchange where stock is traded; closing stock price as of the Friday before the date the project is due.

Full company name- Citigroup

Home Office- Manhattan, New York, New York, U.S.

CEO-Michael Corbat

President- James Forese

Stock symbol- C

Closing stock price as of today- 70.56 USD

2)History of the company. Where was the company founded and who was/were the founders? Indicate any major events in the company’s history like mergers or acquisitions?

City Bank of New York was started by New York State on June 16, 1812 and Samuel Osgood was elected as the first President of the company.The company's name was changed to The National City Bank of New York in 1865 after it joined the new U.S. national banking system, and it became the largest American bank by 1895.

The bank changed its name to The First National City Bank of New York in 1955, which was shortened in 1962 to First National City Bank on the 150th anniversary of the company's foundation

In 1976, under the leadership of CEO Walter B. Wriston, First National City Bank (and its holding company First National City Corporation) was renamed as Citibank, N.A. (and Citicorp, respectively).

Citigroup was formed on October 9, 1998, following the $140 billion merger of Citicorp and Travelers Group to create the world's largest financial services organization.

The company spun off its Travelers Property and Casualty insurance underwriting business in 2002.The spin off was prompted by the insurance unit's drag on Citigroup stock price because Traveler's earnings were more seasonal and vulnerable to large disasters,

On January 16, 2009, Citigroup announced its intention to reorganize itself into two operating units: Citicorp for its retail and institutional client business, and Citi Holdings for its brokerage and asset management.

3) )What primary industry does this company compete in and who are their major competitors. Is there any public economic data that indicates their overall competitive position?

This company compete in financial products and services category, like consumer banking and credit, corporate and investment banking, securities brokerage, trade and securities services and wealth management.

Yes there is a public economic data present on morning star rating page as below:

4)What is the enterprise level strategy (mission/vision/values). What does the company stand for? Substantiate this, if you can, with research and citations. What is their “Brand Promise”?

Vision: To be the leader in providing financial services to customers

Mission: Their mission is to serve as a trusted partner to their clients by responsibly providing financial services that enable growth and economic progress.

Company stands for "Financial Ingenuity & Responsible Finance"

Their brand promise is to be intelligent, engaging, human, friendly and innovative.

5)Corporate level strategy. What is this strategy and if there are portfolio businesses, name the top three held by this company?

Corporate growth strategy is comprised of:

• Vertical Integration (Forward or Backward)
• Horizontal Integration
• Diversification (Related or Unrelated)
• Concentration
• International (Global or Multi-domestic)

Portfolios:

• Credit Cards
• Retail banking
• Consumer Banking