Executive Summary: The report is above American Express’ marketing strategy for increasing market share and penetration in key emerging markets of Brazil, Russia, India and China. American Express pursues geographical segmentation (national market based segmentation) and customer based segmentation (business customers, individual customers etc.). American Express is striving to increase its market share in the emerging markets in the wake of the high economic growth that these markets have enjoyed lately. The report looks into the 7Ps (Product, Price, Place, Promotions, People, Physical Infrastructure and Processes) of the marketing mix of American Express for the emerging markets. The marketing mix looks good enough to enable American Express to achieve its objectives. In the last section of the report a few recommendations have been made. American Express can make its marketing strategy more effective if it incorporates these recommendations into its marketing strategy. Customization of promotions, products and services according to the characteristics and needs of the local markets is one such recommendation.
Introduction American Express is a multi-national credit card products and travel-related services company. It is headquartered in Manhattan, New York City. American Express provides innovative payment, travel and expense management solutions to its customers. It is the largest credit and debit card issuer in the world by purchase volume (Newman, Peter C,1990). American Express processes millions of transactions per day. These transactions are carried out by the millions of customers around the world who use American Express cards. American Express’ expertise lies in providing commercial payment tools and in processing of payments for its customers. Besides this, American Express also offers marketing and information