ANALISIS STRATEGI BERSAING ASURANSI KENDARAAN BERMOTOR PADA PT ASURANSI ASTRA BUANA
This research (thesis) is aimed to identify strategies of PT Asuransi Astra Buana by looking at the internal and external environment company. This research also to find out how the competition among the Insurance Industry Indonesia, particularly the General Insurance Industry and how PT Asuransi As...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2012
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/98850/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=54987 |
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| Summary: | This research (thesis) is aimed to identify strategies of PT Asuransi Astra Buana
by looking at the internal and external environment company. This research also
to find out how the competition among the Insurance Industry Indonesia,
particularly the General Insurance Industry and how PT Asuransi Astra Buana
react to the competition among the general insurance industry.
The data used in this research is performance data such as company financial
statements for the financial year 2008-2009, the car sales data, data of product
profile and products data that offered with price list for each product. The data are
taken from annual reports of PT Asuransi Astra Buana, Capital Market
Supervisory Agency and Financial Institution (Bapepam-LK), Gaikindo and a
competitor company's Annual Report.
From the analysis shows with the improved outlook for the insurance business in
2011 mainly for the Class of Motor Vehicle Insurance Business, will lead to
intense competition in which insurance companies scramble into the motor
insurance business to increase their gross premium written that are directly will
result in the emergence of price competition is not healthy. But with the
determination of PMK No.74/2007 is the key to handling the war at the same time
encourage the growth of the insurance industry in general. From the analysis of
generic strategies, Asuransi Astra implement strategies focused on product
innovation and service in order to face stiff competition with Product Positioning
as a premium brand that describes high quality, exclusive and expensive. The
application of this focused strategy based on the premise that Asuransi Astra will
be able to serve its strategic targets that have been selected more effectively and
efficiently than competitors that compete more broadly. |
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