American Express offers its Platinum Card to an affluent customer segment whose annual income is above $100,000 USD. In 2001, there were approximately 2,000 Platinum cardholders in the Japanese market. To further its goal of delivering the most customer-oriented service among credit card providers in Japan, the company set a limit on the number of the Platinum cardholders. With technology advancing, however, the company began to consider whether it could expand the membership of the Platinum Cardholders without sacrificing the quality of service, thus increasing market share and profits.How would American Express go about making this decision? What sort of factors should it include and what trade-offs should be considered? What are happening to marginal benefits as membership is expanded? (Hint: American Express ended up increasing membership to 15,000).
This question was answered on: Sep 21, 2023
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