There are several issues that American Express faces in regard to the advertisement of the credit card. The American Express is concerned in capturing the attention of current and potential customers. It has engaged in the advertisement of the services especially on the advantages of using credit cards. The organization has sought celebrities to be in the front lines from different dimensions (Palan, Morrow and Trapp 57). This tends to attract the potential customers to join the company’s services that are offered through the use of credit cards. The other issue regards the increased competition from other companies offering the same services. The main competitors are Visa and Master cards and have taken a great share of the market. The American Express has to find new strategies to get into the market in the provision of the services through credit cards.
The American Express company through the use of the public figures in the country, it helps in boosting the popularity and raising the acceptability of the credit cards. Through advertisement, the customer’s lifestyle is enhanced as they are taken to the same class with the advertising celebs (Division 78). This helps the individuals to pursue their interests as they are important in enhancing their status. The use of the credit cards helps in attracting more customers to use the services that are offered. Changing of the slogan frequently helps in attracting customers as the services are improved according to the slogan. It helps in sensitization of the available services that are beneficial to customers (Bankert and Amdur 417). This is one of the concerns that the company has to put in place.
The important factors that are supposed to be given more priority by American Express are improvement of the customer relation. The improvement of the company services helps in the attraction of the more users of the credit cards. The decision situations that are faced by the management are meant in improvement of the quality services as well as the security of the customers while using the credit cards (Schmitt and Simonson 106). The company is supposed to educate the customers on the services that are offered and the ventures that are about to be introduced where the credit card can be used. This helps in maintaining the current customers as well as attracting potential as the services are aimed to undo the other competitors.
Understanding the nature of the decision helps the management to come up with a proper advertising strategy of the services that are provided through the use of credit cards. Helping the customers to come up with more areas that the cards can be used then the users of the services can increase more returns hence. The company management has to be accountable to their decision hence forced to make sound ones (Palan, Morrow and Trapp 193). In an advertisement, there is a need of involvement of all the stakeholders including the customers for proper and attracting advertisement. The company has to make a slogan that is attractive and related to the product and services that are available.
The alternatives that are supposed to be applied by the American Express management is to use other tactics of advertisement. They can invest on the online advertisement of the credit cards. Others are use of the local and international television to target more customers. Sponsoring social activities such as games, this helps to target more customers especially the potential one (Division 69). The organization can use more other tactics that can change the alternatives of the strategies that are used in marketing their services. The foremost is to identify their target audience hence invest in attracting and winning their trust. The services that are paid through the credit cards have to be increases to make the best choice of the customer. A customer can choose only to carry one credit card that can serve more transaction instead of having more than one due to the limitation of their applicability.
The recommendation on the services of the American Express has to be focused on capturing more extensive market. It becomes the customer’s best choice as the collection and payment can be performed through one card. The next recommendation is to change on the advertisement tactics and strategy. The management has to seek the means of getting to more customers and sensitizing them on the need of credit cards (Palan, Morrow and Trapp 201). This can focus on the advantages that one acquires while using the credit card. The integration of all the stakeholders and management of the American Express company has to work jointly in contributing toward the wellbeing of the company. This helps in implementation of the strategies and getting straight to the goals implementation. The management should also focus on the services that are in regard to the sustainability of the customers. The company has a responsibility of ensuring the customer services are enhanced through meeting their demand and doing exemplary to outdo other company to remain competitive in the industry.
Bankert, Elizabeth A and Robert J Amdur. Institutional review board : management and function. Sudbury, Mass: Jones and Bartlett, 2006.
Division, American Management Association. AMA Membership Publications. Blueprints for service quality : the Federal Express approach. New York : AMA Membership Publications Division, 1999.
Palan, Kay M., et al. Compulsive Buying Behavior in College Students: The Mediating Role of Credit Card Misuse. London: InfoSci-Books, 2006.
Schmitt, Bernd and Alex Simonson. Marketing aesthetics : the strategic management of brands, identity, and image. New York: Free Press, 1999.