American Express Case Study

Mazin Al Ismaili

04 May 2012

Module 3

Assignment

3.1 American Express Case Study

American Express

1. Visit the American Express web site (www.americanexpress.com) to learn more about the different cards that American Express offers. Select three of the macro environmental forces discussed in the chapter. How do the different card options reflect the changes in those forces?

Demographic Environment: American Express published their first card in 1958.

Only one card was issued for everyone. As time passed, things changed, population increased and so did the consumer needs. Therefore, American Express provided different cards to meet the needs for their consumers. American Express gave out many different options for the consumer to choose, options for corporate (business) and personal. The rich and young had been given a different option of cards as well.

Economic Environment: American Express has accommodated its marketing movement with the changing economy. They normally do not hold any regulation, it is always in constant changing, therefore becoming adaptable in order to adjust to the changing environment and customer demands. American Express has established certain cards for travelling, personal use, and business purposes. This gives consumers and business group a broad choice to choose for their spending types.

Technological Environment: In spite of the fact that there may be challengers and competition in a market, Globalization denotes that there is always the hazard of replacement products and new competitor. With a spacious environment and continual change, the marketer’s require make amendments for changes in politics, culture, technology and economics. American Express has given their consumers the following technological benefits such as extraordinary rewards and financial flexibility.

2. What sections of the website reflect American Express’s efforts to deal with the various publics in its microenvironment?

Whenever you visit...