Q1. Evaluate American Express in terms of its competitors. How well is it positioned? How has it changed over time? In what segments of its

business does American Express face the most competition?

American Express is well positioned because it has been around longer than its competitors. It has evolved over time and became a larger known brand and has been used by most consumers. It faces the most competition by the other Credit card companies when it comes on how much they charge and who can get the cards that they are offering.

Q2. Evaluate American Express integration of its various businesses. What recommendations would you make in order to maximize the contribution to equity of all its business units? At the same time , is

the corporate brand sufficiently coherent?• American express has been excellent in integrating businesses. It has

divided it segments well and holds a unique position in the minds of customers belonging to various segments. They have special privileges for its elite customers. It has cards for all categories of people from ultra rich to middle class. They support small businesses grow. They image in corporate world is also quite coherent. They keep expanding in corporate relations as they pour in most of their profits. It has also been successful in integrating itself with many banks and merchants to expand its reach. Also it associated with companies like Walmart having maximum sales to enhance its usability.

• American Express has been performing excellently well in all its businesses. However, they should realize the potential of other customer segments and make efforts to bring in a line of products for them as well and not restrict itself to very specific target groups.

Q3. Discuss the company's decision to grow beyond its core affluent consumer base. What did this do for the company and the brand?

As the company has shown a better strategies planning in connecting with small business network while already established brand image with elite clients. Its provide separate business plan to provide flexible payments as well as special offers to this small business community and provide Blue and Centurion Black card to the corporate community whose expenditure is high. The company continued to expand its membership rewards program, which at the time was the world’s largest card based rewards program. Many perceived American express card as a status symbol signifying success and achievement. It maintained this elusive image through its advertising, impeccable custom service, and elite promotion and events.

Summary

Beginning

Target Consumers

Brand Positioning

Brand Elements

SWOT Analysis

Future of the Brand

Conclusion

Question And Answers

Disclaimer

These slides were created by Anmol Singh Walia under the guidance of Prof. Sameer Mathur,

Marketing Management, IIM Lucknow .