SWOT Analysis of City Bank Ltd.

Abstract

A study on SWOT analysis is to analyze the internal strengths and weaknesses as well as external opportunities and threats of any firm to provide a competitive overview of the firm in the industry. This study is focused to analyze the City Bank Limited’ internal and external environment so that it can help the bank to identify its core strengths, weaknesses, opportunities and threats. The study is prepared by five chapters where the first chapter given the general introduction of this internship report; the second chapter contains company overview of City Bank Limited; the third chapter contains the relevant conceptual overview to make the concepts easier to any reader of the report. The fourth chapter is the analysis part where a strategic group mapping of City Bank Limited is constructed and a SWOT analysis of City Bank Limited is analyzed. According to the findings of SWOT analysis, the study found that the strengths of Citi Bank Limited are its online banking, various types of credit cards for different types of customers, online banking, the benefits of modern equipment, its superior service qualities, its highly senior management qualified, interactive company culture, etc. We; Weak points are limited ATMs, limited staff in several branches, long loan preparation procedures, low staff promotion, etc. The opportunities can be exploited by providing microfinance operations, providing innovative products based on customer needs, improving electronic banking services and maintaining a diversified portfolio; Finally, threats may come from central, multinational and commercial banks in Bangladesh, as the market becomes more and more competitive day by day. To utilize the opportunities and reduce the threats, City Bank Limited may check the suggestions listed in the recommendation section which is prepared based on my theoretical knowledge on banking.