STRATEGI PEMASARAN PRODUK ASURANSI JIWA MENGGUNAKAN METODE SWOT PADA TASPEN LIFE PT TASPEN (PERSERO) CABANG MATARAM

Abstract

Marketing strategy is a process to market products to consumers. The purpose of this marketing strategy is to attract consumers according to their needs. Taspen Life is an insurance company engaged in the insurance sector. Group life insurance products are one of the products owned by Taspen Life, but in the last 2 years there has been a decrease in the number of customers in Taspen Life products. This study uses the SWOT analysis method to find the right alternative strategy for the company based on existing problems. The results of this study are in the form of alternative strategy proposals that can be implemented by the company to increase the number of customers through a promotion improvement strategy by utilizing the distribution network owned by the company and technological advances.