Case study

16. 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.

17. 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.

18. 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.

20. Summary
Beginning
Target Consumers
Brand Positioning
Brand Elements
SWOT Analysis
Future of the
Brand
Conclusion
Question And
Answers

21. Disclaimer
These slides were created by Anmol Singh Walia
under the guidance of Prof. Sameer Mathur,
Marketing Management, IIM Lucknow .