MARKETING STRATEGY AND COMPARATIVE ANALYSIS OF AMERICAN EXPRESS BANK

Abstract

Every organization these days wants to advertise their products and spend a lot of money on promotional activities so that people buy and consume their products/services and earn in turn. This is what is known as Marketing strategies created by brands to advance themselves. Organizations always try to create marketing strategies based on various parameters first the segmentation of the market then positioning of the product in those segments and end up targeting the population more fruitfully. There are many Banking/Financial companies in the Indian market as well as globally with 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 report, the marketing strategies of American Express will be highlighted to understand the internal and external marketing forces that affect its performance. Also, we will see how American Express is performing in the market concerning other competitors in terms of process and other parameters.