International Marketing Plan for Allianz - Case Study Example

Download file to see previous pages The company has acquired about 60 million customers to whom it provides property and casualty insurance services, health insurance, life insurance asset management and banking services. Allianz started to go international in the late 19th century when the company opened a branch office in London. Allianz now also has branches in Paris, Italy, Great Britain, Netherlands, Brazil, Spain, and USA. Allianz hopes to expand into Eastern Europe and establish branches either in Hungary or turkey. Since international marketing plans revolve around certain factors, the company will have to complete a thorough analysis of the countries in question, so as to determine the feasibility and viability of international services in these countries. This report will also discuss the viability of establishing branches in the Turkish or Hungarian market place. The Company is aiming to establish the organization in a global market. In order to do this an effective international marketing plan would have to be developed.
The goal of this international marketing plan is the provision of specific directions for the company's marketing activities. Research will be carried out in various areas like segmentation, marketing, pricing strategy, targeting and positioning, promotional strategy, control and implementation, in order to achieve set goals. This marketing plan will also detail what the company can achieve with such an international marketing strategy and hoe this plan will help in realizing company objectives.
When an organization has decided that it is beneficial to go international and start operations in another country, "it is necessary to define company policies on international marketing and the company's objectives for creating promotional campaigns that are efficient. As long as Allianz continues to offer superior services that are efficient, then the company will be better than a domestic company. As the global market continues to grow bigger and population increase continues, the company must engage in effective international marketing, in order to acquire and maintain more clients." (An in depth analysis of Insurance Industry)
Interest in Hungary and Turkey
Numerous variables function within an international company such as this, which deals in a global market. These variables can influence the company's strategy either directly or indirectly. Being well implanted in various parts of the world Allianz seeks to invest other markets in Europe.
Marketing strategy
At Allianz, the goal of business is the acquisition of clients and maintaining these clients as customers. The company's international marketing strategy should reflect this, as the company continues to build its reputation. The strategies that would be used for this international marketing will be a push/promotional strategy and pull/selling strategy. The push/promotional strategy will use the company's trade promotion activities and sales force to create consumer demand internationally. The pull/selling strategy involves expenses on promotions for consumers and advertising in order to build up consumer demand for services
SWOT analysis
The sections highlighted below constitute the most relevant issues for Allianz, and the success of the company.
Strengths
The company's strengths include: a brand new international approach, staff ...Download file to see next pagesRead More