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Table of Contents

1. Introduction --------------------------------------------------------------------------------- 1 2. History --------------------------------------------------------------------------------------- 2 3. SWOT Analysis ---------------------------------------------------------------------------- 3-4 4. Marketing Strategy ------------------------------------------------------------------------10 a. Segmentation ---------------------------------------------------------------------- 10 b. Positioning of the Product-------------------------------------------------------- 10 c. Product strategy ----------------------------------------------------------------------- 10 d. Pricing strategy ------------------------------------------------------------------------ e. Promotional strategy---------------------------------------------------------------- f. Channel strategy---------------------------------------------------------------------- 5. Recommendations to the Managment-------------- --------------------------------------- 14

Acknowledgment

Introduction

History of case

SWOT Analysis

Opportunities

• Economic conditions in USA are reasonably stable.

• AmEx is _______ and equiped to take care of social shift.

• AmEx is implementing _____the related Law reguations the industry

• USA is politically established and policies related _____ are somewhat stable.

• AmEx is equiped with contemporary technology

• Company’s international environment apparently seems_______________

Threats

• Financial...
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