From there on the company focused on global expansion and gradually became popular for its financial products like the charge card. (“Our History”, 2009). In the present era American Express is one of the payments company with world wide presence and is also a well known brand in the financial world. The brand is built on the values such as trust, quality, security, integrity and superior customer services. (“Our History”, 2009). Since the year 1850 American Express as a company has followed and conducted their business operation based on several guidelines and value propositions. The company’s core value is customer commitment. The company focuses on gaining customer confidence through extensive relationship making programs.
The primary and the main strength of the organization is their ability to diversify their operations also side by side generating revenues. As we look into the history of the firm we could observe that the company has strategically adapted several diversification policies which had made it possible for them to sustain in the market. The company started its operation as an express company is now among the top players in the financial market scenario. Product innovation wise also the company claims its advantage. The company launched its new holiday gift card which is unique in its name and design qualities celebrating Hispanic culture and providing gifts for Christmas Eve and the day itself, the New Years and also the three King’s Day. (“Celebrating Hispanic Culture with the Felicidades Holiday Gift Card”, 2009). This example does not only show the product variety and range that the company offers, but it also reveals the company’s focus on the large customer base that it usually caters to. Time to time the company successfully delivers diversified products and services and expands its range with much authority in the global market.