CITI-BANK: Launching the Credit Card in Asia Pacific Key Issues Markets, on the average, seem poor and hopeless for high-end service products. Underscores importance of systematic analysis. There are high opportunity target segments. Average demographics may mask existence of such segments. Analysis of numbers gives an idea of the considerable opportunity and relatively low market share required to break-even. (The expected high initial loss may be part of the reason for country managers’ opposition.) Citibank, unlike in the North American market, has adopted a premium, private banking positioning in Asia Pacific region. Successful common positioning theme: high quality, high price, prestige. Local adaptation (langauage, occasions). Effectiveness of promotions differ. In some countries, personal selling of a mass market product is highly effective while direct mailing is expensive and gets poor response! Conflict between global and country managers: incentives, concern that infrastructure limitations may not be well understood by global managers, unwillingness to take risk, potential loss of control. Risk and reward of Asia Pacific markets.