ANALISIS STRATEGI PEMASARAN PRODUK ASURANSI JIWA PT. ZURICH TOPAS LIFE DALAM MENINGKATKAN PERSAINGAN BISNIS DI SURABAYA

Abstract

This study aims to determine and describe the business development of PT. Zurich Topas Life in Surabaya. Furthermore, to analyze the marketing strategy and analyze the strengths, weaknesses, opportunities and threats of PT. Zurich Topas Life in Surabaya. In addition, to analyze the steps undertaken by PT. Zurich Topas Life to increase business competition in Surabaya. This type of research includes descriptive research with qualitative approach with the aim to know and analyze the problems posed. Informants in this study were three employees and three marketers from PT. Zurich Topas Life. The results showed that the business of PT. Zurich Topas Life has developed, has strengths, weaknesses, threats and opportunities. PT. Zurich Topas Life also takes steps to increase business competition in Surabaya.