ANALISIS PERSAINGAN DAN PROSPEK INDUSTRI ASURANSI UMUM DI INDONESIA

Munawar, Dr. Bambang Riyanto L.S., M.B.A.

2012 | Tesis | S2 Magister Manajemen

Persaingan di industri asuransi umum sangat ketat, khususnya persaingan harga. Dengan persaingan harga yang ketat, laba akan tertekan. Bahkan perusahaan bisa merugi. Hal ini menjadikan investasi di industri asuransi umum menjadi tidak menarik. Di sisi lain, perusahaan asuransi membutuhkan tambahan modal untuk memenuhi ketentuan regulasi dan menghadapi persaingan ke depan. Riset dilakukan untuk mengetahui seberapa ketat tingkat persaingan, peluang dan tantangan, serta untuk mengetahui pemain dominan yang akan datang di industri asuransi umum. Analisis dilakukan dengan analisis Porter’s five forces, driving forces, strategic group maps, key success factors, dan matriks Calandro- Lane pada 20 perusahaan asuransi umum, dikombinasikan dengan analisis potensi pasar. Data diperoleh dari statistik industri yang diterbitkan regulator, asosiasi industri, institusi asuransi dunia, dan wawancara. Hasil riset dalam tesis ini menyatakan bahwa industri asuransi umum berada dalam pasar persaingan sempurna. Ketatnya persaingan didominasi faktor persaingan antarperusahaan dan daya tawar pembeli yang tinggi. Namun demikian, hasil underwriting 20 perusahaan asuransi umum besar masih positif. Laba industri didominasi oleh kontribusi hasil investasi. Dengan membandingkan rasio kombinasi beberapa negara, persaingan di Indonesia tergolong masih wajar dan industri asuransi umum masih dijalankan dengan baik. Industri asuransi umum di Indonesia masih menarik bagi investor karena prospeknya bagus. Potensinya besar dapat dilihat dari insurance density dan insurance penetration yang sangat kecil. Juga pertumbuhan yang tinggi, profitabilitas yang bagus, kesadaran asuransi yang terus meningkat, dan masih banyaknya ancaman bencana. Tantangan perusahaan asuransi umum ke depan adalah bagaimana membangkitkan kesadaran asuransi masyarakat, hadirnya asuransi asing dengan modal yang kuat, pelayanan yang bagus, dan inovasi produk. Pemain dominan/besar adalah perusahaan yang memiliki captive market, jumlah kantor cabang/pemasaran banyak, inovatif, fokus pada produk andalan, dan pelayanan yang bagus.

Competition in the general insurance industry is very tight, particularly price competition. In a tight price competition, profits will be depressed. Even companies can not make a profit. It makes investments in the general insurance industry be unattractive. On the other hand, insurance companies need additional capital to meet the provisions of regulation and competition in the future. Research conducted to determine how tight the competition, opportunities and challenges, and how to win the competition ahead. By using Porter's five forces analysis, driving forces, strategic group maps, key success factors, and Calandro-Lane matrix at 20 insurance companies, combined with market potential analysis. Data obtained from the statistical data published by industry regulators and industry associations, insurance institutions in the world, and interviews. The results in this thesis states that the general insurance industry is in perfect competition. Major factor in the competition are fierce competition among companies and the high bargaining power of buyers. However, the underwriting results of 20 large general insurance companies are still positive. Industry profit is dominated by the contribution of investment. By comparing the combined ratio of several countries, competition in Indonesia is still reasonable and the general insurance industry is still run well. General insurance industry in Indonesia is still attractive to investors because its prospects are good. Great potential as seen from the insurance density and insurance penetration which are very small. Also, high growth, good profitability, increasing insurance awareness, and threat of natural disaster. General insurance companies challenges ahead are how to raise insurance awareness, the presence of foreign insurers with strong capital, excellent service, and product innovation. Large/dominant players are companies that have a captive market and have lots of branch/marketing offices, innovative, focus on selling products and services.

Kata Kunci : asuransi umum, persaingan, kesadaran asuransi, underwriting, rasio kombinasi, profitabilitas, pertumbuhan