Recommendations: • Launch credit card operation in Asia Pacific. • Use a personalized marketing strategy/personalized offers; Focus on customer service;• Enter Australia, India, Indonesia, Philippines, Singapore, Thailand, Taiwan, Malaysia, India and Indonesia; Further develop the Hong Kong market; Enter Korea – whenever regulations permit. • Use different value appeals/prepositions: in India, Indonesia, Taiwan, Thailand and Malaysia, emphasize status; target the upper and upper middle classes; use the Citibank and Dinners database to qualify customers and minimize credit risk; create a strategic alliance with high-end retailers, luxury service providers; in Australia, Singapore and Hong Kong, the focus is on service, benefits and value; use a mass marketing strategy; adapt the product to customer needs; reach out to the business community to recruit more retailers. • Use multifaceted direct marketing; resort to the development of new markets; use premium product prices; use a treatment center; Use trials/experiments to decide on the best price/fee levels; modify the operation following best practices. Citibank is expected to launch the credit card operation in the Asia-Pacific region as the proposition promises excellent return on investment along with strategic positioning, increased company value and the ability to market its products to a wider clientele. This initiative is a logical step for several reasons. First, the decision aligns with Citibank's mission in the Asia-Pacific region: "to be the leading provider of a broad range of financial services to an increasingly affluent high- and middle-income market" (page 1 ). Citibank positions itself as a global company that "views the world as one market and has consistently pursued a global growth strategy." The initiative is strategically aligned with Citicorp's organizational philosophy and vision. Furthermore, to achieve its ambitious goals of 30 percent growth or 30 million revenues by 1990 and undisputed leadership in the region, Citibank must create new growth opportunities and offer new financial services. Second, many countries are emerging markets or markets with large populations, steady economic growth, and great market potential in the near future. AMEX's early entry into Hong Kong and Singapore has allowed the company to maintain its leadership in the credit card industry in these countries, something Citibank is expected to do for the region as a whole. If the Citicorp credit card launch is executed successfully, it promises huge returns, given the size of the market and, in some cases, the absence of large competitors. Another reason, I believe, why the project is a winner is the fact that Citibank has already established itself as a prestigious, consumer-oriented international bank and the undisputed leader in most markets..