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Marketing Excellence - American Express

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Marketing Excellence—American Express

Jeff Rock

Abstract
The paper discusses the expansion of American Express into new market segments. The positioning and timing of this gives the business distinct advantages over competitors. The core business is as strong as ever and continues to deliver value to consumers and profitability to the company. The brand is well placed and will likely increase in value with the addition of under an unserved market segments.

Marketing Excellence—American Express
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 (AmEx) has expanded services over the past few years which expands lines of business and positions the company very well. The following excerpt from a Business Week article illustrates a major move to establish a new funding stream in banking. “American Express (AXP) has partnered with Wal-Mart Stores (WMT) on its newest product, a prepaid debit card, Bluebird, that’s now on sale in 4,000 outlets nationwide. AmEx has calculated the gains are worth the risk to its gilded brand. If Bluebird proves popular, it won’t just capture more swipe fees for AmEx. It will also accelerate a remarkable, and largely overlooked, shift: American Express is no longer just a charge-card company. AmEx has become a bank—offering a growing list of services that now includes savings accounts, certificates of deposit, direct deposit, bill payments, free ATM withdrawals, and instant person-to-person payments.” (Summers, 2012) I believe this expansion positions AmEx to pursue emerging markets globally in India, Southeast Asia, South America and someday possibly China.
Beginning as a freight company and securities transfer agent; realizing the profitability of the securities...

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