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American Express Competitive Analysis

American Express is well positioned in the credit card market due to its long history and brand recognition. It faces the most competition from other credit card companies in interest rates and card approval. American Express has successfully integrated its various business lines, including credit cards, small business services, and corporate services. The document recommends American Express focus on further serving small businesses and attracting more corporate clients to drive profits. Expanding beyond affluent consumers to target smaller businesses and offer rewards helped American Express significantly grow its customer base and strengthen its brand recognition.

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Dedar Hossain
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151 views2 pages

American Express Competitive Analysis

American Express is well positioned in the credit card market due to its long history and brand recognition. It faces the most competition from other credit card companies in interest rates and card approval. American Express has successfully integrated its various business lines, including credit cards, small business services, and corporate services. The document recommends American Express focus on further serving small businesses and attracting more corporate clients to drive profits. Expanding beyond affluent consumers to target smaller businesses and offer rewards helped American Express significantly grow its customer base and strengthen its brand recognition.

Uploaded by

Dedar Hossain
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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American Express Case Study

1. 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.
Has evolved over time and became a larger known brand and has been used by most consumers.
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.

2. 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?
They are doing well at integrating all of their businesses. They have credit cards for the middle classes
and wealthy. They offer a lot of help to small businesses. They need to concentrate on keeping up with
all small businesses and get some more corporate companies since corporations will be a great profit
and bring a lot of business.

3. Discuss the company's decision to grow beyond its core affluent consumer base. What did this
do for the company and the brand?
American Express got new customers by deciding to grow out of what they were originally targeting.
They got what the needed that is various small businesses. This has helped them gaining the new
consumers by offering rewards; the brad is now more than ever known and wanted.

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