Evaluate american express in terms of its competitors

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Assignment - America Express Case Study Questions

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?

2. Evaluate American Express's 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?

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

Sources - Hilary Cassidy, "Amex Has Big Plans; For Small Business Unit," Brandweek, January 21,2002; American Express, "Ellen DeGeneres, Laird Hamilton, Tiger Woods & Robert De Niro Featuredin New American Express Global Ad Campaign," November 8, 2004; "The VISA Black Card: A SmartStrategy in Trying Times," BusinessPundit.com, December 8, 2008; "World's Most Admired Companies2009," Fortune, August 5, 2009; "Credit Cards: Loyalty and Retention-US-November 2007,"Mintel Reports, November 2007; Scott Cendrowski, "Is It Time to Buy American Express?" CNN Money,April 17, 2009; American Express, "Membership Rewards Program from American Express AddsPractical Rewards for Tough Economic Times," February 19, 2009.

Reference no: EM133284511

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