2. Lessons learned American express growth focused decisions were in line with its goal to be ahead of the competitions. Although they were impressive, American express did depart from its core in the mid-1980’s. Management at that time tried to turn the company into a financial giant with sevens major acquisitions, but later discovered that the move quickly resulted in lower stock price and market share. At this interval the new management team decided to return the company back to its core business and thus repositioned American express competitive position. Consequent to the foregoing, we learned the valuable lesson, that a good marketing strategy is necessary to improve a firms competitive position, and that firms must not depart from their core competence. We realized that companies must always focused profoundly on its Cash cow products and services by benchmarking the same with the competitive forces. We also learned that A well developed dashboard would thus position the firm in a way that all of its activities would be measure, Control and aligned with the goal objectives of the firm. American express therefore saw the same and implemented the strategy to make the firm a leader in the industry by refocusing the core of it business competencies. From the case, we concluded that essential business practices for robust growth Provide companies with the ability to be focus, articulate vision for growth, and to leverage Every Opportunity to change.

3. Lesson Learned cont. Streamlining the processes of any firm can offer value when the business and technical Systems are integrated. Given this view, we concluded that shareholder value and customers Benefits are realized as the result of positioning the core products and services in a strategic Manner that fits the organization’s objectives. We understood that to be effective and efficient Therefore would have to be an understanding of how the business and technology work. And to do This, you have to keep all parties involve informed.

4. Market Penetration: Build a client base of private affluent leisure travelers Provide similar corporate incentives to private affluent customers Product Development: Property and Casualty Insurance Whole Life Insurance policy Affluent customer Vacation planning. Market Development: Stay globally focused Keep the Streamline travel processes and retained the low cost incentives Diversification: Statewide insurance sale Provide product and service to Affluent customers. Existing ProductsNew Products Existing Markets New Markets Ansoff Matrix for AXI Travel

5. HighLow High Low Stars Question Marks Cash CowsDogs Market Share Anticipated Growth Rate B2B/ E- business The BCG Matrix AXI Travel AXI Travel/CTO