RESEARCH PROPOSAL

Research Question: Should AMERICAN EXPRESS

collaborate with a local bank in India to /expand/expand its
business?

AMERICAN EXPRESS is helping the consumers

maintaining and managing their credit habits. Our consumer
information offers information about credit scores and reports.
To enhance their market share in India the bank is planning to
introduce them in the core banking system by collaborating
with some renowned and popular local bank.
Moving on to do this project it would require market research
and the consumer spending behavior of the people living in
the Indian sub-continent. It requires a SWOT analysis, PEST
analysis etc to find a good analysis to this issue. This issue
can also be analyzed by looking into the light of financial and
non-financial aspects.

There are three main aspects, which are to be considered:

Organizational planning tools
External Environment

Market planning

Primary Research: through the interview with the relationship

manager, marketing information will be collected for the
analysis of the concerned issue.
Secondary Research: through secondary sources such as
financial accounts, sales records of, government publications
will be used to conduct PEST analysis, SWOT analysis,
government reputation and others.