STRATEGIC APPROACH TO ENHANCE THE MARKETABILITY OF INSURANCE PRODUCTS FOR MAYBANK

Transcription

1 STRATEGIC APPROACH TO ENHANCE THE MARKETABILITY OF INSURANCE PRODUCTS FOR MAYBANK MOHD SHAFIE BIN MD SARIP NORLIZA BINTI MISWAN RAFIDAH BINTI ABD AZIS Report submitted in partial fulfillment ofthe requirements For the degree of Master ofbusiness Administration (EMBA) Faculty ofbusiness Management MAY 2008,KA

2 EXECUTIVE SUMMARY The purpose ofthis research paper is to study strategic approach to enhance marketability for Maybank life insurance. This paper looks at the type ofmode adopted by customers to know about etiqa life insurance. This paper also look into determine the importance of personnel selling in marketability of etiqa life insurance product. Then the paper identifies the importance of etiqa life insurance product quality that attracts the customers. Hence we suggest the strategies that can be implemented by Maybank to enhance the marketability ofetiqa life insurance product. The findings reveal that the Maybank sales personnel and product feature is at aggressive quadrant. It is recommended that Maybank should aggressively react on market demand in order for them to move forward and become the market leader in the insurance industry. Finally, SWOT analysis and Space Matrix model are used as a strategic formulation tools in order to suggest the strategic strategies to enhance the marketability of Maybank life insurance to be implemented by Managementof Maybank.

3 ACKNOWLEDGEMENT We would like to express our gratitude to all those who gave us the possibility to complete this thesis. We want to thank Maybank for giving us permission to commence this thesis in the first instance, to do the necessary research work and to use departmental data. We are deeply indebted to our advisor, Associate Prof. Dr. Arshad bin Hashim whose help, stimulating suggestions and encouragement helped us in all the time ofresearch for and writing ofthis thesis. We also would like to thank our EMBA Coordinator, Associate Professor Shahariah binti Hj Othman for her understanding. Our colleagues from UiTM Melaka, Maybank and Kolej Teknologi Yayasan Alor Gajah who supported us in our research work. We want to thank them for all their help, support, interest and valuable hints. Especially, we would like to give our special thanks to our spouses whose patient love enabled us to complete this work. Not forgetting our families who are always there for us through this unforgettable period of time. We also would like to extend our thankfulness to our respondents who are willing to answer our questionnaires. Thank you again for all the helps and support given. IV

4 TABLE OF CONTENTS PAGE TITLE PAGE EXECUTIVE SUMMARY DECLARATION OF ORIGINAL WORK ACKNOWLEDGEMENT LETTER OF TRANSMITTAL TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES iii IV V VI xi Xli CHAPTER ONE: INTRODUCTION 1.1 Introduction 1.2 Background ofinsurance Industry 1.3 Background ofstudy 1.4 Statement ofproblem 1.5 Research Question 1.6 Research Objectives 1.7 Significant of Study 1.8 Limitation ofstudy 1.9 Scope ofstudy 1.10 Definition ofterms 1. Organization ofthe Applied Business Research Paper VI

5 CHAPTER ONE INTRODUCTION 1.1 Introduction This research is being done in order to determine the strategic approach to enhance the marketability of life insurance product for Maybank. As the financial landscape in Malaysia had undergone tremendous transformation in the last decade. The evolution in the financial landscape saw a shift in customers' preference, emergence of more complex products and increasing diversity in delivery channels (Mohd. Razif, 2007). In today's world of economic growth, people hardly can live without insurance. Insurance is a boon to the mankind in several ways. There are a wide range of insurance policies like thehealthand the propertyinsurance. In fact, the insuranceplans were laidbymany states and governments since past many centuries. (Source The insurance sector is currently in a state of some uncertainty and companies are increasingly conscious ofthe need to maintain a competitive edge over their commercial rivals while at the same time getting maximum benefits from in-house resources. For many years insurance sectors have enjoyed good support from their user communities and been much appreciated for the services that they provide. However, in recent years companies have come under severe financial pressure, due to both to the recessionary climate and also instability in international economics condition. In view of this, management of Maybank must reciprocate through the effective marketing approach in order to adapt themselves with rapid changes ofthe industry. The scenario has spurred into studying the relationship between the strategic approaches that can be implemented by Maybank to enhance the marketability of its insurance product (etiqa). Such 1