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Microeconomic of Great Eastern

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Submitted By yinghuixu
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Micro environment
As the largest and most established insurance company in Malaysia, Great Eastern have 21 operational branch offices nationwide and a service network of more than 17,000 agents dedicated to providing solutions on financial planning, protection and savings to meet our customers’ needs.
Customers are the most important actors in a company’s microenvironment. Internal customer who are employee or people who work inside Great Eastern, they provide customer service. External customer are public and social group which are young and single, young and married couple, young, married couples with children, married couples with older children. Great eastern need to maintaining good relationship with customers by servicing our customers with confidence and taking full ownership of every customer situation by keeping and following through on commitments made.
American International Assurance Bhd. (AIA Bhd.) is one of Great Eastern competitors which are a leading life insurance organization in Asia with a unique heritage of serving customers across the world’s most dynamic region for 90 years.AIA Bhd. began operations in the country, in 1948 and with more than 60 years of local market presence. However, Great Eastern provides more product widely services than its competitors. Following is the SWOT analysis of Great Eastern:-
SWOT analysis
Strength
* Strong performance. * Transferred locally incorporated public company, Great Eastern Life Assurance (Malaysia). * Certified as “Oldest and Largest Life Insurance” in Malaysia. * Licensed under the Insurance Act and regulated by Bank Negara Malaysia. * Parent company is Oversea-Chinese Banking Corporation (OCBC).
Weakness
* Agents of Great Eastern lack of professional service * Unable to fulfill customer’s requirement.
Opportunities
* Technology is improving to the point that paperless transaction is available * Ability to cross sell financial services is barely being tapped
Threat
* board revamp * Impact of the financial crisis is the most significant risk facing most of the overseas insurance companies * Government regulations on issues like health care, mold and terrorism can quickly change the direction of insurance.

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