American Express Case Study

894 Words4 Pages
The dilemma facing American Express is an example of the tough decisions involving ethics and social responsibility that managers face (Solomon, Marshall, & Stuart, 2012). Unfortunantely, no matter what is decided, someone will be unhappy with the outcome of the situation. I read that usually managers don’t have the luxury of choosing solutions that are obviosly desirable to everyone involved. According to (Elsenmann, 2008), solutions to ethics and social responsibility problems aren’t optimal. Often the managers must be satisfied with a solution that just makes do or does the least harm. References: 1) Eisenmann, T. R. (2008). Managing proprietary and shared platforms. California Management Review, 50(4), 31-53. 2) Solomon, M., Marshall, G., and Stuart, E. (2012). Brand you: Marketing real people, real choices (4th ed.).Upper Saddle River, N.J.: Pearson. The American Express market mix analyses the brand which covers the 4 p’s (product,place,price, and promotion). It also explains the market strategy of American Express. American Express has a wide diversity of products (File & Prince,1998). Their cards have a huge range. American makes sure that their customers are satisfied in every way. These strategies are based on the product in the marketing mix with American Express (Varadarajan & Menon, 1998). They offer both international and national card services for the customers. Customers have the option of purchasing gift cards, travel insurance, financial services, and
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