Project paper and presentation text

Lastly, maintaining employee strength will help in the production of quality products. The higher ability and better service attitude may make the customers have a smooth communication with the employees so that the customers may have the willingness to work with the company for a long time. This explanation is helpful because it shows how maintaining employee strength will affect its performance.

The research questions used in this study are instrumental because they directly attempt to identify marketing issues affecting American Express Corporation. Some of the most critical research questions are there on the powerpoint. Those questions are just corresponding to the hypothesis above. Typically, the first research question is fundamental in this study because it helps to explain the extent to which cash back rate can influence the company’s customer quantity. The second question helps to understand how the company’s cards can make change to improve their appearance. For the third question, it is essential to address this question to understand how the company’s marketing problems can be solved.

Now let’s talk about the Swot analysis. American Express Corporation operates in a competitive industry with many competing firms that offer a variety of products and services to potential clients. As such, the company has strength, weakness, opportunities, and threat that determine its operations.

Brand strength is one of the advantages the company enjoy in its industry. Currently, American Express has the privilege of being among the treasured brands all over the world. Employee strength and market capitalization are other advantages of the company. The company has a high number of employees, and the level of their satisfaction is relatively high compared to those of its competitors. On the other hand, the company has a more significant market capital. This has enabled the company to perform all its operation more efficiently without financial difficulties. As such, this has enabled the company to one of the top financial services providers in the world. Furthermore, the status symbol is another strength for the company. American Express symbol is always obtained only by extremely high net worth persons who offered the credit card. The latter implies that not everybody is given the advantage to possess the card. General usage of the company's cards is also another strength that has enabled the company to have a definite competitive advantage in the global markets.

Even though the company is one of the leading companies in the world, there is some internal weakness that has been reducing the performance of the company. First, the company lacks debit cards, which have reduced that effectiveness of its operation in the global. Lack of other products is another weakness of the company. American Express product line focuses on a few primary products which can profoundly affect its performance in case of low demands.

Expansion and innovation schemes are some of the significant opportunities for the company. Seemingly, there is a vast space in the market extension for the company. However, it does not have a strong presence that can enable it to get competitive in the global market. Besides, innovation schemes provide more attraction to the company's customers; this seems an opportunity for better completion. Moreover, leveraging financial branding equity is also an opportunity that can enable to rebuild its marketing strength in the global markets. The leverage of the company offers more financial products, this increasing more turnover to the company.

Competitors in the global markets are one of the significant risks for the company. Visa and MasterCard are some of the company's major competitors that are popular and commonly used in any part of the world. Nature of the business is another threat to the company. Since the company mainly deals with financial services, the volatility of economic condition leads to significant effects in its operations.