Marketing Plan for Insurance Company

Essay by g_pocasUniversity, Bachelor's January 2005

download word file, 18 pages 4.3 1 reviews

1.0 EXECUTIVE SUMMARY 2

2.0 SITUATION ANALYSIS 2

2.1 MARKET DEMOGRAPHICS 5

2.1.1 MARKET TRENDS 6

2.1.2 MARKET GROWTH 6

2.2 SWOT ANALYSIS 6

2.2.1 STRENGTHS 6

2.2.2 WEAKNESSES 6

2.2.3 OPPORTUNITIES 6

2.2.4 THREATS 7

2.3 COMPETITION 7

2.4 SERVICES 9

2.5 KEYS TO SUCCESS 9

2.6 CRITICAL ISSUES 9

3.0 MARKETING STRATEGY 10

3.1 MISSION 10

3.2 MARKETING OBJECTIVES 10

3.4 TARGET MARKETING 10

3.6 STRATEGY PYRAMIDS 10

3.7 MARKETING MIX 11

3.7.1 SERVICES AND SERVICE MARKETING 11

3.7.2 PRICING 11

3.7.3 PROMOTION 11

4.0 MARKETING BUDGET 11

4.1 LINKING SALES AND EXPENSES TO STRATEGY 12

5.0 CONTROLS 12

5.1 IMPLEMENTATION MILESTONES 12

5.2 MARKETING ORGANIZATION 12

6.0 SOURCES 13

6.1 BIBLIOGRAPHY 13

6.2 REFERENCES 13

6.3 WEBSITES 13

1.0 Executive Summary

GapSure is a full travel insurance service and sells standard travel insurance services and special insurance for adventure travelling, including airfare and travel packages. Additional services include assistance with passports, providing access to top-of-the-line equipment and supplies, and a superior offering that includes access to better than average terrain and activities, youth accommodations, and entertainment.

The value added of GapSure offering is its knowledge and expertise, singular offer, and specialty focus on gap year adventure travel, which translate into increased satisfaction for the customer.

According to Mintel, the student travel market is worth 4.2% of the overall travel market and is unlikely to increase in the next few years. Nevertheless, gap years are on the increase and the total number of students taking a gap year is expected to increase to 90,000 by 2005. Mintel estimates the outbound travel market to be worth £17 billion for 2002. Of this figure, Mintel estimates that students account for 4.2% of the travel market. This figure is surprisingly low. If the number of students going to university increases, as...