STRATEGI BERSAING BISNIS BANCASSURANCE: Study Kasus Joint Venture AXA MANDIRI

Oktavianus, Henky , Gudono, Dr., MBA.

2008 | Tesis | S2 Magister Management

N.A.

The background of this thesis is based on the rapid growth of Bancassurance business in Indonesia. Bancassurance is the term used when insurance-based products are sold through banks in which providing benefits and profits for both sides. The insurance company will gain bank's customer database as their benefit, whereas bank will receive fee-based income and increase customer retention by providing more value added product options for them. Hence, bank product holding ration automatically will increased. PT AXA Mandiri Financial Services (AXA Mandiri) is a new joint venture Bancassurance business between PT Bank Mandiri (Persero) Tbk (49% stake) and AXA (51 stake). This bancassurance agreement is mutually exclusive for both sides, Bank Mandiri is permitted to sell bancassurance product only from AMFS while AMFS has to sell its products through bank Mandiri. Nowadays, Bancassurance business competition in Indonesia become tougher in which many life-insurance companies have found bank's partner and created bancassurance agreement for selling their products (term life, unit linked, investment, health etc) through banks. In consequence, AMFS need to construct effective strategy to firmly establish itself into best life-insurance company in Indonesia. To examine and implement this current strategy of bancassurance business, author use quantitative analysis method by which exploiting the strengths of AMFS despite eliminating its weaknesses. This paper discusses and examines necessary strategies that AMFS need to implement as following; built a strong and steady Joint Venture relationship between two companies, utilize existing distribution channel, develop existing sales forces, enhance below and above the line promotion that is never executed by company before. Finally, create innovative products, which can add value to bank customers and win the competition. Keyword : Distribution channel usage, develop sales people, promotion

Kata Kunci : Distribution channel usage, develop sales people, promotion; strategis bisnis; pemasaran