Universitas Lampung
ABSTRACT:
Along with the changing climate in the industry post-1998 reforms, Indonesia is also the era of free market memsuki asia since 2003 (AFTA / Asia
Free Trade Area), the business is now faced not only with fellow local players, but must also be faced with some foreign players have better fundamental. Thus, this situation will result in an increasingly competitive business that is strictly enforced.
Climate of increasingly tight competition requires a company or business in the charge to do the various strategies in order to survive and win the competition.
AJB Bumiputera 1912 is one of the national life insurance companies that attempt to anticipate the continued threat of competition
globally and to maintain the position, therefore this research aims to examine the marketing strategies AJB Bumiputera 1912 in the face of increasingly tight competition.
Picture data and marketing policies that have been conducted by AJB Bumiputera 1912 showed that the potential market for
life insurance is still quite large in the city of Metro, but the company's sales volume tends to decrease. Based on this pemulis formulate problems "if the marketing strategy undertaken by the Office AJB Bumiputera 1912 operational efforts in the Metro
maintaining the competitive position is right.
To discuss problems AJB Bumiputera 1912 mentioned above, the author menggunakank Method matrik growth market with
approach, BCG (Boston Consulting Group), the product life cycle analysis, evaluation matrik internal factors and evaluation of factors internal and SWOT analysis.
Based on the results of that discussion of the product life cycle analysis, product AJB Bumiputera 1912 are on the maturity stage
(Maturity), whereas the approach based on the BCG (Boston Consuting Group) companies are in a position kwadaran cash cow, it means
AJB Bumiputera 1912 although the market share have a higher level but the growth is very low compared to competitors, further analysis based on the calculation of the comparison between the factors and internal factors ekstemal, 2:20, and the results obtained (- 0.34), so that in the diagram SWOT located on both the cell / support Diversification strategy. Means AJB Bumiputera 1912 still have the competitive advantage in high-growth industry that quickly.
Keywords: marketing strategies, life insurance
Subject: MARKETING MANAGEMENT
