American Express Company SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 14198
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SWOT Analysis of American Express Company with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

American Express Company

Parent Company

American Express Company

Category

Consumer Financial Services

Sector

Financial Institutions

Tagline/ Slogan

Don't Leave Home Without It; My life. My card; Long Live Dreams; American Express. Do More ; Make life rewarding

USP

American Express offers world-class Charge and Credit Cards, Gift Cards, Rewards and Travel cards

American Express STP

Segment

Enterprise and Individuals who are seeking financial help and advice

Target Group

Large enteprises and rich individual investors

Positioning

An essential to be carried along everywhere you go

American Express SWOT Analysis

Strengths

1.Strong brand name and good financial position of American Express
2.Globally acclaimed and recognised brand
3.American Express is considered one of the safest mode of spending while travelling
4.The company is known for ease of use and is best known for its credit card, charge card, and traveler's cheque businesses
5.Over 60,000 employees work with the company
6.Loyalty programs for customers have boosted the business
7.Strong branding and advertising of American Express through TVCs, online, print media etc

Weaknesses

1.Decline in Traveller’s cheque usage can affect the American Express's business
2.Lacking in debit card services at the point-of-sale

Opportunities

1.Expansion in other countries can be a huge opportunity for American Express
2.Diversifying portfolios for existing customers
3.Innovative schemes for easier usage and venturing into online payments

Threats

1.Changing govt regulations and financial crisis like recessions can affect American Express adversely
2.Uncertainity in interchange fee
3.Fierce competition with other companies can reduce American Express's business

Competition

Competitors

1.Visa
2.Mastercard


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