1. SWOT Analysis
  2. Banking & Financial Services
  3. American Express SWOT Analysis

American Express SWOT Analysis

Published by MBA Skool Team in Banking & Financial Services category Last Updated: November 09, 2023Read time:

Here is a detailed SWOT analysis of American Express covering strengths, weaknesses, opportunities and threats.

American Express Strengths

  1. Strong brand name and good financial position of American Express
  2. Globally acclaimed and recognized 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

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

  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

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.

American Express 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

Above we covered the opportunities in American Express SWOT Analysis. The opportunities for any brand can include prospects of future growth.

American Express 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

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.

Hence this concludes the American Express SWOT analysis.

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


Consumer Financial Services


Banking & Financial Services

Tagline/ Slogan

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


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

American Express STP

Enterprise and Individuals who are seeking financial help and advice

Target Market

Large enteprises and rich individual investors


An essential to be carried along everywhere you go

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to American Express. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

Continue Reading:

The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute

Share this Page on:
Facebook ShareTweetShare on Linkedin