Marketing Excellence American Express from

Marketing Management (Subscription)

Kevin Lane Keller; Philip Kotler - 15th edition book,

Questions
1. Evaluate American Express in terms of its competitors. How has its positioning changed over time? Where does American Express face the most competition?

2. Evaluate American Express’s integration of its various businesses. What recommendations would you make to maximize the contribution to equity of all its business units? Is the corporate brand sufficiently coherent?

Expert Solution

Background

Disclaimer: Since you have asked multiple question, so we will solve the first question for you. If you want any specific question to be solved then please specify the question number or post only that question.

A competitive advantage can be explained as a market situation where a particular company is performing better when compared to its peer companies or competitors in the industry. In today's world of competition, every company wishes to stay on the top in the industry.

To be on the top, every company implements various tactics which it thinks will improve its performance and bring more customer satisfaction. The company which is able to provide customers the best value for their money is the best in the minds of their target customers.