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 ***** 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, acqu*****itions and later divestures to focus entirely on their premium card and payment processes ***** (Taube, Gargeya, 2007). ***** concentrates today on a series of financial products and services to individuals, small businesses, and large corporations including the Fortune 500, ***** higher education institutions globally. The company operates on a global scale, yet ***** majority of its revenue is generated in the U.S. For an analysis of ***** Express Revenues and Earnings before Interest and Taxes, see Table 1: American Express Geographic Analysis. In an effort ***** bolster foreign *****, Amex reorganized to have operating segments re-aligned to a global consumer and ***** business-to-business structure (*****, Gargeya, 2007). The company also completed this re-organization for corporate accounts and ancillary businesses as well. As part of ***** *****, 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, Michalcova Yates, 2007). Of all services divisions ***** the company, USCS is the most ********** as it concentrates on the issuance of cards to consumers and the offering of services to ***** businesses in ***** U.S. ***** *****, and since the reorganization, globally (Taube, Gargeya, 2007). As ***** of ***** re-organization the company has also integrated in its Travel Related ***** (TRS) unit with its U.S. banking subsidiaries ***** include the icon ***** *****ir brand, their consumer charge *****. From the classic green American Express personal card, to the American Express Gold, Platinum and Centurion Card, to ***** revolving cards including Blue with is the processor of Optima, this division manages consumer accounts. What is remarkable is that ***** average spending $8,360 per Amex card is four times that of competitor Visa's average spending of $2,470 ***** card and MasterCard's $1,960 per card as well. This point made in the case quantifies how powerful the Amex brand is within the upper income segments ***** the American credit ***** market, and also shows significant potential for global growth with affluent *****. To continually pursue global growth ***** ***** contracted in 2007 with Harrods to offer a customized American Express card for ***** store as ***** (Taube, *****, 2007). Amex realized that ***** addition to these cus*****mized *****s, the need to incre*****e the number of redemption services was ***** critical, and as a result they added 1,400 redemption partners ***** since the reorganization (*****, Gargeya, *****). This network is compr*****ed ***** 80 different partners in each country ***** only a ********** of them ***** the travel industry (McClellan, 2007). One of the strategic objectives as defined in the case study ***** apparent from subsequent research is the development of ***** Global Commercial Services

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