abhishreshthaa
Abhijeet S
Pest Analysis On American Express Company : American Express Company (NYSE: AXP), sometimes known as AmEx, is a diversified global financial services company headquartered in New York City. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best known for its credit card, charge card, and traveler's cheque businesses. Amex cards account for approximately 24% of the total dollar volume of credit card transactions in the US, the highest of any card issuer.[4][5]
BusinessWeek and Interbrand ranked American Express as the 22nd most valuable brand in the world, estimating the brand to be worth US$14.97 billion.[6] Fortune listed Amex as one of the top 30 Most Admired Companies in the World.[7]
The company's mascot, adopted in 1958, is a Roman gladiator.[8] whose image appears on the company's travelers' cheques and credit cards.
In speaking about electronic communication we refer to Boeing’s use of its intranet and extranet and most importantly its website. Boeing’s uses its intranet to communicate with its employees. With its intranet Boeing is able to communicate its beliefs internally to all who are an integral part of the company. This advertisement is posted on Boeing’s intranet yearly albeit a different version is used each year. Appendix 1.3 is a typical advertisement that is aimed internally within the company. As can be seen the message is simple, the company is trying to influence its employees to subscribe to payroll reductions that will be put towards the employees community fund to help those in need within their respective communities.
Apart from reaching its employees the company also uses electronic communication to promulgate.
If one connects to the Boeing website there will be numerous news headlines which allow the company to express its opinions with the general public, the website is also used to advertise to the company’s customers. The website contains a comprehensive section for company news which allows one to search for multiple articles of interest.
The internet is not a very widely used advertisement technique for the company however it does support the company’s other advertising this is mainly done by providing links to the company website for more information at the bottom of its advertisements. On the company website there are many links to other Boeing web pages that are almost entirely business to business targeted pages. An example of these pages would be the Boeing capital corporation webpage.
The final electronic tool the company uses to communicate with is it’s extranet. Boeing uses the extranet that it has with its suppliers to communicate directly with them. Boeing’s extranet is used extensively within the company for targeting new potential suppliers.
Institutional Communication
The second most used communication technique by Boeing is institutional communication. Through this type of advertising Boeing is able to promote its ideas and political opinions. As can be seen in the advertisement on appendix 1.4 the company is trying to inform that it is an honoured partner of the National Symphony Orchestra and that it believes in music connecting and inspiring.
This particular advertisement is quite old and was used in May of 2002 to state the companies support for musicians who were to undertake a 15 city European tour. Earlier this year in February the company was once again announcing their support for celebrating music with an advertisement called “A single note can change the world.”
Whichever type of opinion or belief the company is trying to promote it uses institutional advertising.
In fact institutional advertising is used very frequently by Boeing. Another effective such example is the advertisement in appendix 1.5 this advertisement was launched in June of 2002. The advertisement reads “Together we soar”.
This advertisement was launched to promote the companies ideas on working with small, minority and women owned businesses. It says “we never underestimate the value of a good thought” and invites the reader to find out more by once again visiting the Boeing website. This advertisement was evidently aimed at showing that the company enjoys working together with everyone.
From these advertisements we can indeed note that Institutional Advertising plays a pivotal role in Boeing’s communication policy
Mass Media
We believe that Boeing’s use of the mass media is more limited to its use of other communicational methods. For Boeing trying to sell multimillion dollar airplanes to airline companies it would make little sense to advertise over the airwaves as would be the popular choice with most pure Business to Consumer companies. Whether it’s by Radio or television the company would not effectively reach its target market. We also believe that the company would have an identical problem if it tried to use cinemas or the general press to advertise. However we believe that one of the company’s most suitable advertising techniques lies within this communication segment. That technique is of course the use of specialized press, press such as Industry Week.
We feel that for Boeing the use of specialized press is advantageous as the readers will more than likely be involved in the industry or at least have an interest in the industry. Through specialized press the company can advertise more in-depth as the readers will be educated in the industry. Through specialized press the company can even advertise technical specifications of some of its commercial airplanes to its corporate clients. The main advantage of using certain specialized press for Boeing is the ability to directly reach the company’s target audience.
The advertisement shown in appendix 1.6 was used by the company for specialized press and tries to illustrate to the company’s target market that Boeing aircrafts fly faster and longer distances than its industry competitors, essentially implying that the company’s aircraft are better than those of Airbus
BusinessWeek and Interbrand ranked American Express as the 22nd most valuable brand in the world, estimating the brand to be worth US$14.97 billion.[6] Fortune listed Amex as one of the top 30 Most Admired Companies in the World.[7]
The company's mascot, adopted in 1958, is a Roman gladiator.[8] whose image appears on the company's travelers' cheques and credit cards.
In speaking about electronic communication we refer to Boeing’s use of its intranet and extranet and most importantly its website. Boeing’s uses its intranet to communicate with its employees. With its intranet Boeing is able to communicate its beliefs internally to all who are an integral part of the company. This advertisement is posted on Boeing’s intranet yearly albeit a different version is used each year. Appendix 1.3 is a typical advertisement that is aimed internally within the company. As can be seen the message is simple, the company is trying to influence its employees to subscribe to payroll reductions that will be put towards the employees community fund to help those in need within their respective communities.
Apart from reaching its employees the company also uses electronic communication to promulgate.
If one connects to the Boeing website there will be numerous news headlines which allow the company to express its opinions with the general public, the website is also used to advertise to the company’s customers. The website contains a comprehensive section for company news which allows one to search for multiple articles of interest.
The internet is not a very widely used advertisement technique for the company however it does support the company’s other advertising this is mainly done by providing links to the company website for more information at the bottom of its advertisements. On the company website there are many links to other Boeing web pages that are almost entirely business to business targeted pages. An example of these pages would be the Boeing capital corporation webpage.
The final electronic tool the company uses to communicate with is it’s extranet. Boeing uses the extranet that it has with its suppliers to communicate directly with them. Boeing’s extranet is used extensively within the company for targeting new potential suppliers.
Institutional Communication
The second most used communication technique by Boeing is institutional communication. Through this type of advertising Boeing is able to promote its ideas and political opinions. As can be seen in the advertisement on appendix 1.4 the company is trying to inform that it is an honoured partner of the National Symphony Orchestra and that it believes in music connecting and inspiring.
This particular advertisement is quite old and was used in May of 2002 to state the companies support for musicians who were to undertake a 15 city European tour. Earlier this year in February the company was once again announcing their support for celebrating music with an advertisement called “A single note can change the world.”
Whichever type of opinion or belief the company is trying to promote it uses institutional advertising.
In fact institutional advertising is used very frequently by Boeing. Another effective such example is the advertisement in appendix 1.5 this advertisement was launched in June of 2002. The advertisement reads “Together we soar”.
This advertisement was launched to promote the companies ideas on working with small, minority and women owned businesses. It says “we never underestimate the value of a good thought” and invites the reader to find out more by once again visiting the Boeing website. This advertisement was evidently aimed at showing that the company enjoys working together with everyone.
From these advertisements we can indeed note that Institutional Advertising plays a pivotal role in Boeing’s communication policy
Mass Media
We believe that Boeing’s use of the mass media is more limited to its use of other communicational methods. For Boeing trying to sell multimillion dollar airplanes to airline companies it would make little sense to advertise over the airwaves as would be the popular choice with most pure Business to Consumer companies. Whether it’s by Radio or television the company would not effectively reach its target market. We also believe that the company would have an identical problem if it tried to use cinemas or the general press to advertise. However we believe that one of the company’s most suitable advertising techniques lies within this communication segment. That technique is of course the use of specialized press, press such as Industry Week.
We feel that for Boeing the use of specialized press is advantageous as the readers will more than likely be involved in the industry or at least have an interest in the industry. Through specialized press the company can advertise more in-depth as the readers will be educated in the industry. Through specialized press the company can even advertise technical specifications of some of its commercial airplanes to its corporate clients. The main advantage of using certain specialized press for Boeing is the ability to directly reach the company’s target audience.
The advertisement shown in appendix 1.6 was used by the company for specialized press and tries to illustrate to the company’s target market that Boeing aircrafts fly faster and longer distances than its industry competitors, essentially implying that the company’s aircraft are better than those of Airbus
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