Case discussion Essay Example | Topics and Well Written Essays - 500 words

Case discussion - Essay Example The approach however conveys high levels of commercial risks because of the momentum that RAN has been gaining and the possible negative effects of the campaigns. The media’s involvement is likely to propagate RAN’s objective to the global society that is also Citigroup’s consumers. Similarly, students’ subscription to RAN identifies its developing potential to influence the society. RAN may therefore succeed in convincing the public that Citigroup is destroying the environment, and therefore the people’s lives. This would harm the bank’s corporate image and reduce its marketability, especially for consumer services. The result will be a reduced revenue level. Ignoring the campaigns with the assumption that they do not succeed will however allow the bank to benefit from project financing besides retaining its consumer market control. It is however a risky assumption (Stanford Graduate School of Business 1- 11). Delaying RAN’s objective by negotiating over few and minor changes to the group’s project financing initiatives is another option. It offers benefits of reducing the group’s proactive campaigns and its effects on the bank’s corporate image and demand for the bank’s consumer services besides sustaining project financing in the short run. The option’s disadvantage is however the already impaired corporate image and its associated effect on demand for consumer products. RAN may decline to the delayed tactics and proceed with the campaigns towards compromised corporate image and reduced demand for consumer services. Its benefits are however average revenues from both consumer services and project financing services. Entering into negotiations over changes that are more significant is another option for the bank. This offers potential benefits of the group’s withdrawal of its campaigns and informing the public of the bank’s interest in corporate