academy of art library Citibank is among the leading banks worldwide. It is now about to expand its plastic card business to Asia Pacific area. There are surely threats in this market, but there's also excellent opportunities. In this article I will analyze the Citibank being a brand and will discuss possible solutions to the down sides that might appear in the brand new market. Every organization faces a unique set of risks, a few of which are known although not necessarily quantified or understood, yet others that are hidden. Risk surveys really are a highly cost-effective approach to identify and quantify risks by gathering information, perceptions and insight from managers across an organization.