Essay - American Express Case Study Part I: Situation Analysis Analysis of...


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American Express Case Study

PART I: SITUATION ANALYSIS

Analysis of the Firm

American Express (NYSE:AXP) is one of the world's leading providers of premium travel-related services and payment processing system support services globally. American ***** (Amex) has grown steadily through a series of mergers, acquisitions and later divestures to focus entirely on their ***** card ***** ***** processes services (Taube, Gargeya, 2007). ***** c*****centrates today on a series of financial products and services to individuals, small businesses, and large corporations including the Fortune 500, and higher education institutions globally. The company operates on a global scale, yet the majority of its revenue is generated in ***** U.S. For an analysis ***** American Express Revenues and Earnings before Interest and Taxes, see Table 1: ***** Express Geographic Analysis. In an effort to bolster foreign *****, Amex reorganized to have operating segments re-aligned to a global consumer and ***** business-*****-business structure (*****, Gargeya, *****). ***** company also completed this re-organization for corporate accounts ***** ancillary businesses as well. As part of the *****, Amex placed its U.S. Card Services unit (USCS) and it's International ***** Services (ICS) within the global consumer group with the intent of creating a more uniformly focused culture on customer service ***** recovery in this sector (Giglio, Mich*****lcova Yates, 2007). Of all services divisions ***** the *****, USCS is the most ********** as it concentrates on the issuance of cards to consumers and the offer*****g of services to sm***** ***** in ***** U.S. through *****, and since the reorganization, globally (Taube, Gargeya, 2007). As part of ***** re-organization the company has also integrated in *****s Travel Related ***** (TRS) ***** with its U.S. bank*****g subsidiaries to include the icon of *****ir br*****, their consumer charge *****. From the classic green American Express personal card, to the American Express Gold, Platinum and Centurion Card, to ***** revolving *****s including Blue with is the processor of Optima, this division manages consumer accounts. What is remarkable ***** that ***** average spending $8,360 per Amex card is four times that of competitor Visa's average spending of $2,470 per ***** and MasterCard's $1,960 ***** card as well. This point made in the case quantifies how powerful the Amex ********** is with***** the upper income ***** ***** the American credit card market, and also s*****s significant potential for global growth with affluent *****. To continually pursue global ***** ***** ***** contracted in 2007 with Harrods to offer a customized Americ*****n ***** card for ***** store as well (Taube, Gargeya, 2007). Amex realized that ***** addition to these customized *****s, the need to increase ***** number of redemption services was ***** critical, and as a result they *****dded 1,400 redemption partners globally since the reorganization (Taube, Gargeya, *****). This network is compr*****ed ***** 80 different ***** in each country ***** only a *****th of them ***** the travel industry (McClellan, 2007). One of ***** strategic objectives as defined in the ***** study and apparent from subsequent research is the development of the Global Commercial Services

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