Evaluation on company's competitive strategy :: A Case study of PT. Asuransi Jiwa Eka Life
NUGROHO, Sigit, Prof.Dr. Sukanto Reksohadiprodjo, M.Com
2001 | Tesis | Magister Manajemen-
Analysis of external change forces is critical to determining what strategic changes a company should consider, while an assessment of internal strategic resources and capabilities is important in determining what strategies a company successfully can and should pursue. Understanding a company's current position, analyzing what forces drives competition in the industries it competes, how customers perceive value, and what capabilities can be leveraged to affect a long-term sustainable posture are keys in developing a sound strategy. This research is aimed to analyze the Indonesian life insurance industry and how PT Asuransi Jiwa Eka Life as one Indonesian leading life insurance company shapes their strategy to compete in the industry. This report uses descriptive method and uses primary data from interview and secondary data from the object observed. After the data collected, the company internal and external environments are examined. The internal environment consists of company's strategy, products, marketing, human resources and financial performances. The external environment consists of domestic economic environment, international economic environment, political environment, socio-cultural environment, technology, government role, industry structure, industry characteristic, and industry competition. To help evaluating the company's strategy, the writer uses SWOT analysis. The company is competing in emerging industry which is marked by the high industry growth and the increasing number of players. The life insurance industry is highly competitive. Even though PT Asuransi Jiwa Eka Life only gain relatively small market share, the company up until now is showing superior financial and non financial performance. Therefore the company should maintain its growth strategy it has already taken since 1985 by forming a joint venture with Ayala Group and taking the position of best cost provider to maintain its competitive advantage.
Kata Kunci : Strategi Bersaing
