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

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American Express Case Study


Analysis of the Firm

American Express (NYSE:AXP) is one ***** 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 ***** payment processes services (Taube, Gargeya, 2007). ***** c*****centrates today on a ***** 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 glob*****l scale, yet ***** majority of its revenue is generated in the U.S. For an analysis ***** American Express Revenues and Earnings before Interest and Taxes, see Table 1: ***** Express Geographic Analysis. In an effort ***** bolster foreign revenue, Amex reorganized to have operating segments re-aligned to a global consumer and ***** business-to-business structure (*****, Gargeya, 2007). ***** company also completed this re-organization for corporate accounts and ancillary businesses as well. As part of the *****, Amex placed its U.S. Card Services unit (USCS) and it's International Card Services (ICS) within ***** global consumer group with the intent of creating a more uniformly *****ed culture on customer service ***** recovery in this sector (Giglio, Mich*****lcova Yates, 2007). Of all services divisions of the company, USCS is the most well-known as it concentrates on the issuance of cards to c*****sumers and the offering of services to ***** businesses in the U.S. through 2007, and since ***** reorganization, globally (Taube, Gargeya, 2007). As ***** of the re-organization the company has also integrated in *****s Travel Related Services (TRS) unit with its U.S. banking subsidiaries to include the icon ***** their br*****, their consumer charge cards. From the classic green American Express personal card, to ***** American ***** Gold, Platinum and Centurion Card, to the revolving *****s including Blue with is the processor of Optima, this division manages ***** accounts. What is remarkable is that the average spending $8,360 per ***** card is four times that of competi*****r Visa's average spending of $2,470 per card and MasterCard's $1,960 ***** card as well. This point made in the case quantifies how powerful the Amex ********** is ***** ***** upper *****come ***** of the American credit ***** market, and ***** s*****s significant potential for global growth ***** affluent consumers. To continually pursue global ***** ***** company contracted in 2007 with Harrods to offer a customized Americ*****n Express card ***** ***** store as ***** (Taube, *****, 2007). Amex realized that ***** addition to these cus*****mized cards, the need to increase the number of redemption services was also critical, and as a result *****y added 1,400 redemption partners ***** since the reorganization (Taube, Gargeya, *****). This network is comprised of 80 different ***** in each country ***** only a ********** ***** them in the travel industry (McClellan, 2007). One of the strategic objectives as defined in the case study and apparent from subsequent research is the development ***** the Global Commercial *****


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