The Group Field project, written report attached was conducted to provide Citibank Visa Card Center with an analysis and proposal for the launch of additional credit cards in Indonesia. The project results are intended to support citibank's objective to strengthen its position in terms of market share, product line, profitability and competitiveness.



The team analyzed the possibility of exploiting new market opportunities beginning with a general issues analysis involving both micro and macro economic issues and a company analysis. An adaptation of Michael Porter's "Five Competitive Forces" model was used to explore movements in the various competitive areas. Three main categories of credit cards to meet citibank's objectives emerged early in the analysis. These included Affinity Cards, Master Cards and various types of industry Cards. After close evaluation of market opportunities and in consideration of competitive strategic issues, we concluded that the most promising option is in the Industry Card category.



Based on further evaluation, using an analytic screening process, we determined that the retail industry offers the best opportunity in the Industry Card category. Therefore, we recommend that citibank introduce several "Retail Cards" in cooperation with merchants in the Supermarket, Department Store and Book Store business.



The recommended implementation strategy involves personal and direct selling approaches, differentiation in treatment of each partner, special treatment for spouses in getting the card, and fast action.



Research location: Citibank Card Center

Supervisor: Nancy J. Allen , MBA

Accepted: 6 December 1989.