Executive Summary The latter paper is an extension of the American Express (Amex) insurance services portfolio through auto insurance. The company has a strong brand name and high-quality service that have been perfected through centuries of experience. These factors imply that the company is ready for such a venture. A situational analysis of the company indicates that there are several issues that can either undermine the venture or boost it in the future. For instance, because it has already been offering insurance-related services, then it is likely that expansion into auto insurance would be fairly smooth. This product package will be extended to persons already doing business with Amex thus implying that very minimal revenue will be spent on garnering new clients. Additionally, there are several new things that the company will bring into the auto insurance market that have never been seen before. On the other hand, this product’s major weakness is that it is only restricted to persons with Amex cards. The most important opportunities for the company come through internet technologies that can ease transactional costs, time, and flexibility. Success will also be possible if the company tackles the problems of auto insurance agents who may outcompete them. Through marketing, the company will position itself as a lucrative auto insurance provider with several policy bonuses to choose from. Also, it will market itself as a sound insurance premium provider whose main client base will be the high end of the auto insurance market. This will consist of all clients uninterested in dealing with agents and with no upper limit on their credit cards. The most important demographic trait in this regard is income status as those with high annual incomes will be the ones who are most likely to be interested in what is on offer. The product itself is auto insurance cover in which consumers have the choice of picking two types of policies. The first will consist of auto coverage without service bonuses while the second will contain several additions. This innovation is new to the company generally but not the world. Nonetheless, some of the elements in the product offering have never been heard before. Since insurance companies are usually ranked in accordance to their size, their convenience, use of technology as well as product portfolios, then this product has been designed to encompass all the latter elements in one way or another. This product will offer a differential advantage from other auto insurance offers because it will cover family members, will only target card providers and it will offer bonuses for using the commodity. In terms of the pricing strategy, the company will set a value that is slightly above prevailing market prices so as to portray an image of quality to potential clients. Promotion will mostly be done through television and the internet as online selling is rampant in the auto insurance business. On the other hand, the company will also make use of celebrity promotions as well posters. This media mix will be covered through a budget of two million dollars annually. Distribution will be done through the internet through online selling. Also, nationwide distribution through the company’s various branches will also be done. The budget will last for five years and evaluation will be done through a team leader in the auto insurance department as well as the marketing group. Monthly reviews will be carried out during the first year and annual reviews done subsequently. Evaluation will be done to ensure that initia