Citation:

Reyna Zhafirah. "Proposed Marketing Strategy for PT Asuransi Tri Pakarta Makassar Branch to Increase Sales and Market Share" International Research Journal of Economics and Management Studies, Vol. 3, No. 7, pp. 381-392, 2024.

Abstract:

This research was conducted at PT Asuransi Tri Pakarta Makassar branch. TRIPA is a general insurance company whose majority shares are owned by PT Bank Negara Indonesia (Persero) Tbk. Pension fund, founded on August 21st 1978. The research began by analyzing current marketing strategies and business conditions conduct internal and external analyses. For external analysis, data was used to analyze PESTLE, Porter's Five Forces, and Competitor Analysis. For internal analysis, the author used the 7P marketing mix. This study used descriptive qualitative data as its methodology. Data collection techniques were carried out through in-depth interviews with the TRIPA sales team, the company's annual report, internal data, government regulations, and other scientific publications supporting data. From this analysis, the strengths, weaknesses, opportunities, and threats to TRIPA were identified. From the analysis result, TRIPA must establish a competitive edge by prioritizing innovation promotion to increase brand awareness, and expand distribution channels to become the leading player in the general insurance industry in Indonesia. Build a long-term competitive edge through an effective marketing strategy to increase market share, value, and revenue.

References:

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Keywords:

Marketing Strategy, General Insurance, Sales, Market Share.