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1、MARKETINGOFINSURANCEPRODUCTSINKENYACase:AfricanMerchantsAssuranceCompanyLAHTIUNIVERSITYOFAPPLIEDSCIENCESDegreeprograminInternationalBusinessAdministrationBachelor‟sThesisSpring2011IreneAdhiamboLahtiUniversityofAppliedSciencesFacultyofBusinessStudiesADHIAMBO,MORINEIRENE:Marketingof
2、InsuranceProductsinKenyaCaseofAfricanMerchantsAssuranceCompanyLtd(AMACO)ThesisinInternationalBusiness55pages,1pageofappendixSpring2011ABSTRACTThepurposeofthestudyistofindoutandimproveonstrategyusedintheMar-ketingofInsuranceProductsinKenya;CaseofAfricanMerchantsAssuranceCompanyLtd(
3、AMACO).AMACOisoneofthe44insurancefirmsinKenya.Amongothersitisalocalincorporatedcompany,whichmakesadifferenceinthatitisnotoneoftheleadinginsurancefirmsinKenya,whichisheldbysuchfirmsasBritish-Americaninsurancecompany.Themethodologyusedisquantitative,qualitativemethods,interviewandac
4、omparisonwasmadebetweenAMACOandotherinsurancecompaniesinKenya,astofindoutabouttheissuesofthestrategicimplementationofthemarketingofinsuranceproductsinKenya.Thestudyisbasedonthe4Ps,marketingmix,asatheoreticalandstrategicoptionofeffectivemarketing.Thestudyisfocusedatdeterminingthesp
5、ecificmarketingstrategyofthemarketingmixthatAmacousestomarkettheirinsuranceproducts.Thestudydoesacomparisonofvariousinsurancefirms,bothlocalandinterna-tional,operatinginKenya.ItspecificallyfocusesonAmaco,afirmwithmissionstatement,objectivesandbasedonimplementationofthemarketingmix
6、strategyformarketingtheirproducts;price,place,productandpromotion.Theresultsofthestudyindicateaspectsofmarketingmix(Price,PlacePromo-tion,andProduct)areimproved.Priceisthemainproblem;AmacowillintroducestrategieslikeinstalmentpaymentsandadaptingthenewM-Keshowayofpay-ment.Keywords:M
7、arketing,Marketingmix,Strategy,Insurance,Amaco,KenyaCONTENTS1INTRODUCTION11.1Background11.2ObjectiveoftheThesis,ResearchQuestionsandLimitations.21.3ResearchMethodandDataCollection.31.4TheoreticalFramework.31.5StructureoftheThesis52MARKETINGSTRATEGYANDPLANNINGPROCESS.62.1StrategicP
8、lanningProcess.72.2Marketingmix10
