American Express SWOT Analysis
American Express is one of the leading brands in the banking & financial services sector. American Express SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of American Express:
Quick Glance:
American Express Strengths
- Strong brand name and good financial position of American Express
- Globally acclaimed and recognized brand
- American Express is considered one of the safest mode of spending while travelling
- The company is known for ease of use and is best known for its credit card, charge card, and traveler's cheque businesses
- Over 60,000 employees work with the company
- Loyalty programs for customers have boosted the business
- Strong branding and advertising of American Express through TVCs, online, print media etc
Above are the strengths in the SWOT Analysis of American Express. The strengths of American Express looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
American Express Weaknesses
- Decline in Traveller’s cheque usage can affect the American Express's business
- Lacking in debit card services at the point-of-sale
These were the weaknesses in the American Express SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
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American Express Opportunities
- Expansion in other countries can be a huge opportunity for American Express
- Diversifying portfolios for existing customers
- Innovative schemes for easier usage and venturing into online payments
Above we covered the opportunities in American Express SWOT Analysis. The opportunities for any brand can include prospects of future growth.
American Express Threats
- Changing govt regulations and financial crisis like recessions can affect American Express adversely
- Uncertainity in interchange fee
- Fierce competition with other companies can reduce American Express's business
The threats in the SWOT Analysis of American Express are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
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Hence this concludes the American Express SWOT analysis.
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About American Express
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| American Express Overview | |
|---|---|
| Parent Company |
American Express Company |
| Category |
Consumer Financial Services |
| Sector | |
| 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 | |
| Segmentation |
Enterprise and Individuals who are seeking financial help and advice |
| Target Market |
Large enteprises and rich individual investors |
| Positioning |
An essential to be carried along everywhere you go |
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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