Discuss the companys decision to grow beyond its core affluent consumer base.and what did do for the company and the brand

American Express is a very old company in the field of the travelling cards and travelling cheques. They used to target the people who travel a lot. In the 1980's women business leaders use to travel a lot for developing their business so the american express target these kind of people to develop their business. They used to campaign in the form of advertisements so that people got attracted towards the travelling cards they were offering. This resulted in huge number of people adopted the cards of American Express and the reached the milestone of about 20 million cards in 1983. This was a great achievement by any of the company with is dealing with these...