Strategic analysis of an insurance company (application SWOT model and BCGmatrix): case study:The National Insurance Company SAA
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Date
2019-06
Journal Title
Journal ISSN
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Publisher
The School Of Higher Commercial Studies
Abstract
This study aims to understand how the company conducts strategic analysis in order to
determine the internal and external factors that affect the company’s performance.
Moreover, strategic analysis is the core success of the company, it enables the company to
select appropriate competitive strategies to changing environment that allow it to establish a
profitable and sustainable position against the competitors.
The Algerian insurance market is oligopolistic consists of few number of competitor,
according to this type of competition we applied the SWOT model and BCG matrix to
analyze the strategic position of the National Insurance Company SAA compared to its
competitors.
Therefore, we identified the strengths and weaknesses of the SAA, and the opportunities and
threats that SAA face on the market, the strongest point of the SAA is its large distribution
network which allow it to be the leader on the market;
We also analyze the competitive position of the SAA on each strategic business units by
creation the BCG matrix on two variables (relative market share and market growth rate of
each strategic business unit).
The BCG analysis shows that the SAA has business portfolio characterized by a cash cow
(automobile insurance), two dogs (various risk insurance and transport) and a question mark
(credit insurance).
According to case study results, we suggested to the SAA to adopt leadership strategy in order
to maintain and strength its leader position in the future.
Finally, the SAA prepares the strategic plans, makes a clear vision of its strategy and shares it
with its staff, and motivates its employees to follow that strategy in order to achieve their
goals
Description
Keywords
Strategic analysis, Strategic business unit SBU, Competitive advantage, SWOT model, BCG matrix