Formulasi Strategi Berbasis Nilai PT ASURANSI JIWA MANULIFE INDONESIA Unit Bisnis Bancassurance
PAMUNGKAS, HARYO (Adv.: Tarsius Hani Handoko, Dr., MBA ), Tarsius Hani Handoko, Dr., MBA
The concept of bancassurance or bank-partnership in terms of insurance product marketing is one of the new approaches of insurance business that has been growing rapidly. This concept provides friendly-services to customers in the form of one stop service, as well as improves better mutualism relationships between insurance company and banks, in order to promote their service and marketing together. Bancassurance which established by PT Asuransi Jiwa Manulife Indonesia, is one of the clear sample where such a concept is growing in a very short period recently and, moreover become one of the key for PT Asuransi Jiwa Manulife Indonesia business, since this concept providing the biggest portion of revenue. The rapid growth of bancassurance business is affected from several factors, both internally and externally. Internal viewpoints consist of service quality, human resources, company concept and system, as well as financial power. The external viewpoint is related to the positive trends (momentum) of the growth of this concept in wider environments. However, the most important thing to keep the positive growth of this business is strategic values that can be a solid borderline for all related elements in the business activities. Such values are among others the determination of clear vision and mission, objectives, service target, and future development, and to determine those values, the company can obtain it through the value based strategy. Value based strategy is an approach of producing strategic values for company; hence they can set a special and well-directed working culture. In case of bancassurance PT Asuransi Jiwa Manulife, value based strategy has not been implemented effectively by the company, therefore strategic values cannot be established clearly. In relation to that matter, this study is conducted, where it is purposed to identify the companyÂ’s strategic values. It is through the process of company characteristics identification, which divided into three major aspects, which are internal aspects, partnership aspects, and external aspects.
Kata Kunci : insurance, bancassurance, value based strategy
