PROPOSED MARKETING STRATEGY TO IMPROVE PRODUCTIVITY OF LIFE INSURANCE AGENTS IN PT AJ SEQUISLIFE BRANCH X BANDUNG

• Main Author: TANIA (NIM : 29111021), PAMELA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19116
• Institution: Institut Teknologi Bandung

ent intervention and also increasing public awareness of the importance of life insurance create potential opportunities in life insurance business. This potential business opportunity creates fierce competition among companies in life insurance industry. It needs appropriate business strategy to maintain business continuity. This research was conducted in one of the branch offices of PT AJ Sequislife in Bandung. The purpose of this research is to get appropriate marketing strategy especially in sales force management based on the personality and working system in the company.Conceptual framework of this study built from analyzing market conditions both externally and internally. External conditions explained about the Indonesian market conditions, Political Economic Social-cultural Technological (PEST) analysis, Porter's Five Forces analysis, and description of existing customer's profile to understand opportunities and threats arising from life insurance business environment. Analysis of marketing mix in service marketing that includes product, price, place, promotion, people, process, physical evidence, productivity and quality (8P’s), and Segmenting, Targeting, Positioning (STP) also conducted based on company’s strategy implementation in order to make internal analysis to determine thestrengths and weaknesses of the company compared to competitors. Root causes obtained from this research were inappropriate marketing strategyincluding marketing mix and STP. The most influential factor in this issue was about the salesforce management of life insurance agents and less promotion activities.Recommendations were given based on the analysis of the problem and alsoreferences from supporting theory. Improvements were made in renewal of STP, trainingmethod based on agent personality, and also marketing mix especially in promotion factor.Proposed marketing strategy given can be used as a reference for further research.