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Citibanks E Business Strategy For Global Corporate Banking 2008 Case Study Solution
Citibanks E Business Strategy For Global Corporate Banking 2008 Case Study Help
Citibanks E Business Strategy For Global Corporate Banking 2008 Case Study Analysis
The following area focuses on the of marketing for Citibanks E Business Strategy For Global Corporate Banking 2008 where the business's customers, competitors and core proficiencies have assessed in order to validate whether the choice to release Case Study Help under Citibanks E Business Strategy For Global Corporate Banking 2008 trademark name would be a practical option or not. We have firstly looked at the kind of customers that Citibanks E Business Strategy For Global Corporate Banking 2008 deals in while an assessment of the competitive environment and the company's weak points and strengths follows. Embedded in the 3C analysis is the reason for not releasing Case Study Help under Citibanks E Business Strategy For Global Corporate Banking 2008 name.
Both the groups use Citibanks E Business Strategy For Global Corporate Banking 2008 high performance adhesives while the company is not only included in the production of these adhesives however also markets them to these consumer groups. We would be focusing on the customers of instant adhesives for this analysis since the market for the latter has a lower potential for Citibanks E Business Strategy For Global Corporate Banking 2008 compared to that of instantaneous adhesives.
The total market for instantaneous adhesives is roughly 890,000 in the United States in 1978 which covers both consumer groups which have been determined earlier.If we look at a breakdown of Citibanks E Business Strategy For Global Corporate Banking 2008 potential market or client groups, we can see that the company sells to OEMs (Initial Devices Makers), Do-it-Yourself consumers, repair work and overhauling companies (MRO) and makers handling items made from leather, wood, metal and plastic. This variety in clients recommends that Citibanks E Business Strategy For Global Corporate Banking 2008 can target has various alternatives in terms of segmenting the market for its new product especially as each of these groups would be requiring the same kind of item with particular modifications in product packaging, quantity or demand. However, the customer is not rate sensitive or brand mindful so introducing a low priced dispenser under Citibanks E Business Strategy For Global Corporate Banking 2008 name is not an advised alternative.
Citibanks E Business Strategy For Global Corporate Banking 2008 is not simply a manufacturer of adhesives but takes pleasure in market leadership in the instant adhesive market. The business has its own knowledgeable and competent sales force which adds worth to sales by training the business's network of 250 distributors for facilitating the sale of adhesives. Citibanks E Business Strategy For Global Corporate Banking 2008 believes in unique circulation as indicated by the truth that it has selected to sell through 250 suppliers whereas there is t a network of 10000 distributors that can be checked out for expanding reach via suppliers. The business's reach is not limited to The United States and Canada only as it likewise takes pleasure in global sales. With 1400 outlets spread all across The United States and Canada, Citibanks E Business Strategy For Global Corporate Banking 2008 has its in-house production plants instead of using out-sourcing as the favored strategy.
Core skills are not restricted to adhesive production just as Citibanks E Business Strategy For Global Corporate Banking 2008 also focuses on making adhesive dispensing equipment to facilitate making use of its items. This dual production strategy offers Citibanks E Business Strategy For Global Corporate Banking 2008 an edge over rivals given that none of the rivals of dispensing devices makes immediate adhesives. Furthermore, none of these rivals offers directly to the consumer either and uses distributors for connecting to consumers. While we are taking a look at the strengths of Citibanks E Business Strategy For Global Corporate Banking 2008, it is important to highlight the company's weaknesses too.
The company's sales personnel is skilled in training distributors, the fact remains that the sales group is not trained in selling devices so there is a possibility of relying greatly on suppliers when promoting adhesive devices. It ought to also be kept in mind that the distributors are revealing unwillingness when it comes to selling equipment that needs servicing which increases the obstacles of selling equipment under a particular brand name.
If we take a look at Citibanks E Business Strategy For Global Corporate Banking 2008 product line in adhesive devices especially, the business has actually products targeted at the high end of the marketplace. The possibility of sales cannibalization exists if Citibanks E Business Strategy For Global Corporate Banking 2008 sells Case Study Help under the exact same portfolio. Offered the fact that Case Study Help is priced lower than Citibanks E Business Strategy For Global Corporate Banking 2008 high-end line of product, sales cannibalization would definitely be affecting Citibanks E Business Strategy For Global Corporate Banking 2008 sales revenue if the adhesive equipment is sold under the business's brand name.
We can see sales cannibalization affecting Citibanks E Business Strategy For Global Corporate Banking 2008 27A Pencil Applicator which is priced at $275. If Case Study Help is introduced under the business's brand name, there is another possible danger which could lower Citibanks E Business Strategy For Global Corporate Banking 2008 profits. The reality that $175000 has actually been invested in promoting SuperBonder recommends that it is not a great time for launching a dispenser which can highlight the fact that SuperBonder can get logged and Case Study Help is the anti-clogging solution for the instant adhesive.
Additionally, if we take a look at the market in general, the adhesives market does not show brand orientation or rate awareness which gives us two additional reasons for not introducing a low priced product under the company's brand name.
The competitive environment of Citibanks E Business Strategy For Global Corporate Banking 2008 would be studied through Porter's 5 forces analysis which would highlight the degree of rivalry in the market.
Bargaining Power of Buyer: The Bargaining power of the buyer in this market is low particularly as the purchaser has low understanding about the item. While companies like Citibanks E Business Strategy For Global Corporate Banking 2008 have actually handled to train distributors regarding adhesives, the last customer depends on suppliers. Roughly 72% of sales are made straight by manufacturers and suppliers for immediate adhesives so the purchaser has a low bargaining power.
Bargaining Power of Supplier: Provided the truth that the adhesive market is controlled by three players, it could be stated that the provider delights in a greater bargaining power compared to the buyer. The fact stays that the supplier does not have much impact over the purchaser at this point especially as the buyer does not show brand acknowledgment or rate level of sensitivity. When it comes to the adhesive market while the buyer and the maker do not have a significant control over the actual sales, this suggests that the supplier has the greater power.
Threat of new entrants: The competitive environment with its low brand loyalty and the ease of entry shown by foreign Japanese competitors in the immediate adhesive market indicates that the marketplace allows ease of entry. If we look at Citibanks E Business Strategy For Global Corporate Banking 2008 in particular, the business has dual abilities in terms of being a manufacturer of instantaneous adhesives and adhesive dispensers. Possible hazards in devices giving market are low which reveals the possibility of creating brand awareness in not just instant adhesives however also in dispensing adhesives as none of the market players has managed to position itself in dual capabilities.
Risk of Substitutes: The hazard of alternatives in the instantaneous adhesive market is low while the dispenser market in particular has replacements like Glumetic idea applicators, inbuilt applicators, pencil applicators and sophisticated consoles. The fact stays that if Citibanks E Business Strategy For Global Corporate Banking 2008 introduced Case Study Help, it would be indulging in sales cannibalization for its own items. (see appendix 1 for framework).
Despite the fact that our 3C analysis has offered various factors for not launching Case Study Help under Citibanks E Business Strategy For Global Corporate Banking 2008 name, we have a suggested marketing mix for Case Study Help given below if Citibanks E Business Strategy For Global Corporate Banking 2008 chooses to proceed with the launch.
Product & Target Market: The target audience chosen for Case Study Help is 'Motor vehicle services' for a variety of reasons. There are currently 89257 facilities in this section and a high usage of around 58900 pounds. is being used by 36.1 % of the market. This market has an additional growth potential of 10.1% which may be a sufficient specific niche market section for Case Study Help. Not just would a portable dispenser offer benefit to this particular market, the fact that the Diy market can likewise be targeted if a safe and clean low priced adhesive is being sold for use with SuperBonder. The product would be offered without the 'glumetic idea' and 'vari-drop' so that the consumer can decide whether he wants to select either of the two accessories or not.
Price: The suggested cost of Case Study Help has been kept at $175 to the end user whether it is sold through distributors or via direct selling. This price would not include the expense of the 'vari pointer' or the 'glumetic idea'. A price listed below $250 would not require approvals from the senior management in case a mechanic at a motor vehicle maintenance store needs to buy the item on his own. This would increase the possibility of affecting mechanics to purchase the product for usage in their daily maintenance tasks.
Citibanks E Business Strategy For Global Corporate Banking 2008 would just be getting $157 per unit as shown in appendix 2 which offers a breakdown of gross success and net profitability for Citibanks E Business Strategy For Global Corporate Banking 2008 for releasing Case Study Help.
Place: A distribution model where Citibanks E Business Strategy For Global Corporate Banking 2008 straight sends out the product to the regional distributor and keeps a 10% drop shipment allowance for the distributor would be used by Citibanks E Business Strategy For Global Corporate Banking 2008. Since the sales group is currently taken part in selling instantaneous adhesives and they do not have proficiency in selling dispensers, involving them in the selling procedure would be pricey especially as each sales call expenses approximately $120. The suppliers are currently offering dispensers so offering Case Study Help through them would be a beneficial alternative.
Promotion: Although a low marketing budget must have been assigned to Case Study Help but the fact that the dispenser is a development and it requires to be marketed well in order to cover the capital costs sustained for production, the suggested advertising plan costing $51816 is suggested for initially presenting the item in the market. The planned advertisements in publications would be targeted at mechanics in lorry maintenance shops. (Recommended text for the ad is displayed in appendix 3 while the 4Ps are summarized in appendix 4).
