ng strategy, as it realized that consumers want an opportunity to enjoy an exotic vacation, while at the same time, getting value for their dollar. Saving money is important to most consumers. Once again, American Express aims to please its customers.With these successful ventures, it is difficult to imagine that American Express is struggling in many parts of the world. The lack of appreciation and understanding of foreign consumers is the cause. In order to promote its charge card in Japan, American Express has tried to appeal to the elite. But as stated in the Marketing text, its charge card applications are found in the back seats of taxicabs. A more logical approach to soliciting the upper echelon in Japan would be to display applications in elite clubs, or to mail solicitations to high society neighborhoods. Making the application less available to the general public may be more appealing to the targeted market.In Europe, American Express has been limited due to its high merchant fees, making businesses bypass the opportunity to work with American Express. American Express should offer a trial membership to merchants to entice them into offering consumers the ability to purchase with American Express cards. Possibly offering a discounted fee to new merchants may show the merchant how many new customers carrying the card will shop in the store . After the first year, the company can choose to continue with American Express at the regular fee, or cancel their membership. American Express has a very large customer base that travels. In order to have customers use their American Express card when visiting these merchants, American Express could offer either promotional travel in these areas, or discounts to cardholders that make purchases in these stores. Helping merchants promote their goods on a web site or a travel brochure can also help secure a new merchant.American Express has developed several market areas to incre...
