External-Internal Environmental Analysis: Prudential Life Assurance Indonesia Corporate Strategy

Abstract

This research is important for insurance industry in province Riau Indonesia with this condition right now, problem of this research how corporation strategy Prudential Life Assurance Indonesia for growth and catching big opportunity in Province Riau. Aim this research to find suitable strategy to catch big opportunity insurance business in Province Riau. The method of this research use descriptive qualitative with data primer and secondary from 12 branch in province Riau and step of this research using management strategy tool there are EFAS (External Factors Analysis Summary), IFAS (Internal Factors Analysis Summary), SWOT-8K, and TWOS matrix. Result of this research show strategy corporate Prudential life assurance is growth strategy because strategic position Prudential Life Assurance in stable growth strategy quadrant IB, it means competitive advantage prudential life assurance was low then business opportunity, so prudential life assurance can grow (Aggressive Strategy) using with their capability. Prudential can using several strategy there are creating system control management, creating good agent and building good positioning using electronic media and print media.