Background
The company was the one of the largest insurance company that has been successful for
decades in selling auto insurance. It had 20,000 captive agents in the country. In order to
have better development, the top management wants the employees to analyze and develop
strategies for the next five to ten years in regards to comparison-shopping and online
operations.
Option for considerations
1. Phase out lead purchasing and disallow comparison shopping sites from displaying
information about the company
2. Participate in comparison shopping. This includes obtaining leads from aggregators and
allowing them to display our information along side with competitors.
3. Provide comparison shopping service on our own website. Doing this under either our
own brand or a separate brand.
Our assigned strategic choice
Our group was assigned to the first choice that phases our lead purchasing and disallows
comparison shopping sites from displaying our information. In other words, our strategic
try to do almost nothing but win more. Most of people may think it’s impossible to gain a
higher market share. However, when people try to analyze the situation of company and
environment around it, they will find that the strategic has many advantages, which other
options can’t bring to it.
To begin with, this strategic tries to take good use of brand image to struggle with other
insurance companies. As we all known, brand image can bring imponderable opportunities
to the company. For example, Mercedes-Benz is an excellent car brand. All of its cars can
only do service in their 4S store. Although the maintain fee is much higher than other
