Marketing

  • 26 февр. 2011 г.
  • 5775 Слова
CONTENT
EXECUTIVE SUMMARY
1. INTRODUCTION……………………………………………………………………..4
2. SITUATIONAL ANALYSIS ………..………………………………………………..5
3.1. MARKET ANALYSIS ……………………………………………………………5
3.2. PEST - ANALYSIS ……………………………………………………………….7
3.3. COMPETITIVE ANALYSIS ……………………………………………………..8
3.4. CUSTOMER ANALYSIS………………………………………………………...9
3.5. DISTRIBUTION CHANNELSANALYSIS…………………………………….10
3.6. SWOT – ANALYSIS…………………………………………………………….10
3. OBJECTIVES AND MARKETING STRATEGY…………………………………..11
4. MARKETING MIX………………………………………………………………….13
5. ACTION PROGRAM………………………………………………………………..17
6. BUDGETS……………………………………………………………………………17
7. CONTROL – FEEDBACK…………………………………………………………..19
8. REFERENCE...………………………….……………………………………………21

EXECUTIVE SUMMARY
"Kommesk-Omir"insurance company by focusing on their strengths, to its current customer base as well as new low-cost products in the next year plans to increase gross sales by 10% and profits by 20%.
The main key factors to success for next year are:
- Provide small businesses with affordable basic business package.
- To make focus on the personnel liability and medical insurance.
- Create reputation forJSC “Kommesk – omir” insurance company as independent, individualized and high service
In recent years, “Kommesk - omir" insurance company is profitable, although it is necessary to note that in the last year has been less successful as the previous ones due to the financial crisis and thereby its market share remain in the same position despite of slight growth. So the company set itself thefollowing objectives:
- Improve its market position and strive to be one of the leaders of Kazakhstan on quality and affordable insurance products;
- Explore and investigate new markets that meet the criteria of marketing such as: offering products those are suitable for the economic and social climate;
- Providing sales incentives to staff to meet sales goals.
“Kommesk - omir" is engaged inproviding insurance products that provide quality protection with valuable prices. The company wants to establish a successful cooperation with customers, employees and insurance companies, subject to the interests and goals of each party. Success will be determined by the choice of the company clients because of their faith in the ability of the “Kommesk – omir” to meet or exceed theirexpectations of price, service, and experience. In order to implement the above strategic objectives the company will focus on developing the following tools:
• Knowledgeable, friendly staff that can empathize with our consumers needs and circumstances, especially when handling losses.
• The rules that meet or exceed the expectations of our customers, and that would be available, accessible andunderstandable.
• Politics and approval time with minimal errors.
• The commitment to annual review by insurance for all our clients. Call more than any direct marketing offers media. The company believes personal contact and service is the cornerstone of our success.
Based on these changes in goals, perspectives and culture of the company “Kommesk - omir" expects that they will be able to makeprofit of about $ 15 000,000 next year (2010) and the net profit of $ 2 000 000. The Company does not expect any problems of cash flow.

1. INTRODUCTION
Today JSC “Kommesk-oмir” insurance company which was established in 1991 is a stable insurance organization with a solid equity capital, material and technical base and the latest software. The company is licensed by the first number ofcompulsory, voluntary insurance and reinsurance as well as actively involved in drafting bills and regulations on insurance in the working groups established by the Government, ministries and departments. A constructive relationship with the leading insurance and reinsurance companies allows “Kommesk-oмir” to take any risks on the insurance with their further deployment in the Kazakhstan and...
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