Marketing Analysis : Citi 's Mission

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“Citi 's mission is to serve as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress. Our core activities are safeguarding assets, lending money, making payments and accessing the capital markets on behalf of our clients. We have 200 years of experience helping our clients meet the world 's toughest challenges and embrace its greatest opportunities. We are Citi, the global bank – an institution connecting millions of people across hundreds of countries and cities.” ( website mission statement)

Citi operates via two primary segments: Citicorp and Citi Holdings. These segments represent Citi’s core growth franchises as well as assets not necessary for Citi’s future prosperity. Within these two segments is Global Consumer Banking (GCB) and Institutional Clients Group (ICG).
Their priority is delivering the best products and services while leveraging those assets for its customers and emerging economies.

Citi defines risk management as monitoring, evaluating and managing the principal risks it assumes in conducting its activities. Reaching the goal of becoming a strong and stable institution is a key factor driving Citi’s ‘customer-centric’ business model. The practice of responsible financing and ethics within Citi is taken extremely seriously and rewards transparency and intelligent risk taking.

Risk management is an integral part of Citi. The

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