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Marketing Assignment格式:市场营销原理 Fundamentals of Marketing

时间:2017-09-15 14:08来源:未知 作者:cinq 点击:
本文是留学生Marketing Assignment格式范文,是一篇符合国外大学格式要求的assignment范文,主要内容讲述市场营销原理,供参考。
报告的目的是为了获得进一步的洞察AAMI目前在个人汽车保险市场的地位和确定合适的营销策略来满足当前和未来客户的需求。尽管汽车市场是最大的保险公司,但仍有许多新竞争者削减保险费,主要是通过在线销售和服务。目前的竞争包括IAG,对政策和预算的直接,在一个价格点。由于GFC消费者都表现要更加谨慎,但具有更高的期望。目前互联网和社交媒体使用的措施显示了脸谱网能够从目标市场收集到的难以置信的数据范围。选择一家公司的忠诚度和时间是保险人最重要的特征。他们最有可能在不参与的过程中使用受信任的品牌。调查还发现,澳大利亚对保险客户的保留率超过50%,但75%的客户不可能寻求一家公司,而是想做出最好的购买决定。另外10%个要方便购买保险。AAMI的焦点必须保持一致,优良的客户服务,并利用脸谱网识别和与客户沟通。采购政策和索赔的过程必须进一步细化强化AAMI品牌。
 
EXECUTIVE SUMMARY 执行摘要
The purpose of this report is to gain further insight into AAMI's current position in the personal car insurance market and to identify suitable marketing strategies to meet the needs of current and future customers. Despite being the largest insurer in the motor vehicle market there are many new competitors undercutting insurance premiums, mostly through online sales and service. Current competition includes IAG, on policy, and Budget Direct, on a price point. Since the GFC consumers have shown to be more cautious but with higher expectations. Current measures of internet and social media use shows the incredible scope of data facebook is able to collect from target segments. Loyalty and time wasted choosing a company are the most important characteristics of insurance seekers. They are most likely to use trusted brands when not engaged in the process. Surveys also found Australia wide retention of insurance customers more than 50%, however 75% of customers are not likely to seek out a company but want to make the best purchase decision. A further 10% want convenience purchasing insurance. AAMI must maintain its' focus on consistent, excellent customer service, and utilising facebook to identify and communicate with customers. The process of purchasing a policy and making claims must be refined further strengthening the AAMI brand.
 
INTRODUCTIONLACE & INFLUENCING 简介及影响
This report aims to provide a summary of where AAMI is situated against its market competitors and help develop a marketing strategy to promote sustained long term business opportunities. The ABS (2016) estimated 17.7 million vehicles registered in Australia at the 31st October 2014 whilst Tiwari (2014) claims the Domestic Motor Insurance segment is worth 6 Billion dollars in premiums per year and is the largest is the Australian general insurance market.
 
AAMI face a multitude of competition in the Australian Motor Insurance segment and this paper will identify two competitors, IAG group and Budget Direct. This report is broken into two major sections, the first will evaluate and analyse competition along with demographic and technological trends and understanding how these factors may affect business in both the short and long term. The second part identifies possible segmentation which is involved with purchasing motor insurance. Providing historic trend information from the market will help create a new marketing strategy.
 
INSURANCE INDUSTRY OVERVIEW 保险行业概述
The insurance industry has had some significant hurdles in recent years, these have changed the way insurers need to market themselves and maintain profits. Buyers' have become more cautious; expectations of products and services have increased since the global financial crisis (How Australian insurers can achieve profitable growth in a challenging market 2017).
 
Pay-outs for natural disasters have increased in frequency and value due to climate change, effecting insurers bottom lines (Insurance industry and climate change 2017). With the large number of insurers in the market creating intense competition, each company needs to ensure they have the right mix of products and customers to maintain their overall profit.
 
AAMI WITHIN THE INSURANCE INDUSTRY AAMI保险业
AAMI positions itself as the customer focused and fun insurance company, to differentiate from other insurers and say they are the 'not very insurancy insurer' using comical advertisements which attract younger consumers (AAMI 2017). It seems to be working for them, AAMI sits at number 5 of the top ten list of best insurance companies within Australia (Top Tens' 2016).
 
Below is a chart which shows AAMI's position within the market.
 
RECENT TRENDS THAT IMPACT THE INSURANCE INDUSTRY 影响保险业的近期趋势
Usage based insurance (UBI)
 
While UBI is not a new concept in places like the US, it is only recently becoming common place within the Australian insurance industry (Dipak 2015). Things like pay-as-you-drive insurance, where customers only pay insurance for the kilometres they actually drive and pay-how-you-drive insurance, where customers get discounts for being safer drivers (Lukens 2014). This means customers can decrease their premiums to a rate previously impossible with other methods and feel like they have more control over what they pay. It also enables better identification of customer segments for future planning of products.
 
The Internet of Things
 
Still an upcoming trend within the insurance industry, as explained by Forbes (Morgan 2014) "this is the concept of basically connecting any device with an on and off switch to the Internet (and/or to each other)". Wearable technology for tracking heart rates, exercise, sleep patterns and more are being used in collaboration with health insurers. Sensors in cars are being used to calculate the risk of particular drivers by tracking speed, acceleration, and braking distance (Liew 2016). This information helps to speed up the claim process with more detailed information of accidents (Kumaresan 2016). For the insurance industry, this means more information available to calculate premiums and reduce risk for insuring specific customers.
 
KEY COMPETITORS 主要的竞争对手
As Tiwari (2015) explains the Motor Insurance marketplace could be divided up into 4 segment areas. There are 2 major firms which own multiple companies and these are the Suncorp Group and the IAG Group with the rest of the industry made up from smaller competitors (image 1 gives a detailed example). Appendix A is an online comparison of comprehensive policies between NMRA, Budget Direct and AAMI. As Lamb (2016) highlights international firms need to take into account local domestic firms which are also fighting for a share of the market.
 
IAG Group
 
The IAG group is our biggest competitor and will continue to be into the future as they share a similar infrastructure to AAMI. IAG also have national leverage through their independent brands RACV, NMRA, SGIO and SGIC. IAG have a major focus on making the world a safer place (IAG Group, 2017). IAG products tend to balance between price, volume, and service. They have no major advantage over our brand.
 
Budget Direct
 
Budget Direct are a small player being very aggressive to gain major market share. They specialise in insuring "low risk" clients to keep premiums down (Budget Direct, 2017) thus sitting in the price sensitive area. They have some advantages for customers compared to AAMI on their standard comprehensive product such as offering a no claim bonus on windscreen damage. Appendix A provides a detailed summary.
 
A KEY PLAYER OF IMPORTANCE
Australia's population is currently 23.3 million people with more than 15 million owning smartphones. According to Neilsen, we spend on average of over one hour per day using smart phones, of which 35% of the time is spent on social media. According to Forbes (2016), in the social media landscape, Facebook is the most popular site with more than 15 million users and in a survey by Sensis in 2016, for more than 12 hours per week so it makes sense that our advertising can reach more customers in an increasingly competitive market.
 
By developing a partnership with Facebook, AAMI can target market segments differently using each group's interests based on data received from the company. Nadia Cameron from IDG (2016) identified raising of brand awareness and conversions as the major reasons for AAMI using Facebook marketing. Failure in this partnership would be fatalistic with over 1.7 billion users worldwide connected to Facebook.
 
OTHER FACTORS INFLUENCING THE INDUSTRY
Technological Trends
 
Online Applications - AAMI has launched the AAMI Access® Application which they have marketed as Insurance in your Pocket (AAMI 2016). It allows you to monitor and update your policies, make an instant claim and upload claim photos from your device, and allows claim and live repair tracking. As at 30 June 2016, there were approximately 22 million mobile handset subscribers in Australia (ABS, 2016) making the creation of an online application a great innovation as it allows an easier service for the consumer and the insurance agency and leverages off the fact that consumers are becoming more advanced in online technology. This is not the only application available from insurance companies but it will continue to grow in trend.


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