MARKETING STRATEGY AND COMPARATIVE ANALYSIS OF AMERICAN EXPRESS BANK

Abstract

Every organization these days want to advertise their products and spend a lot of money on promotional activities so that people buy and consume their products/services and in turn they earn. This is what known as Marketing strategies created by brands to advances itself. Organizations always tries to create marketing strategies based on various parameters to first do the segmentation of market then positioning of product in those segments and in the end target the population in a way so that it is more fruitful. There are many Banking/Financial companies in Indian market as well globally with a huge competition between them like American Express, Visa, Mastercard etc. All of them are famous because of their brand promotion and marketing strategies. In this paper, we will discuss about the marketing strategies on American Express to understand the internal and external marketing forces which effects the performance. Also, we will see how American Express is performing in market with respective to other competitors in terms of process and other parameters.