Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 5 pages
Data source: Published sources
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https://casecent.re/p/20038
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Abstract
The 154-year-old American Express Company (AmEx), is all poised to shake the US credit card market by taking on the two card giants - Visa and MasterCard - head-on. AmEx is planning to leverage on the antitrust ruling against the two giants for barring other banks from issuing the credit cards of other companies. It hopes that the US apex court will uphold the ruling and create competition for the first time in the US credit card market, which for a long time has been a duopoly. This case study dwells on the strategies of AmEx to launch its own credit card in direct competition with Visa and MasterCard and the possible outcomes of this initiative.
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Abstract
The 154-year-old American Express Company (AmEx), is all poised to shake the US credit card market by taking on the two card giants - Visa and MasterCard - head-on. AmEx is planning to leverage on the antitrust ruling against the two giants for barring other banks from issuing the credit cards of other companies. It hopes that the US apex court will uphold the ruling and create competition for the first time in the US credit card market, which for a long time has been a duopoly. This case study dwells on the strategies of AmEx to launch its own credit card in direct competition with Visa and MasterCard and the possible outcomes of this initiative.