The Indication:
Is that your final answer?
Part Two
Roger Schultz, FCAS, MAAA, CPCU, MBA
Assistant Vice President - Risk Management
Allstate Insurance Company
2001 CAS Ratemaking Seminar
March 11 - 13, 2001
The Marketing Plan
Price
Company
Target
Strategy
Customer
Product
Positioning
Place
Competition
Promotion
Market Positioning - An Example
Low Prices
Personal Lines Automobile
Price vs. Service
State Farm
Low
Service
High
Service
Farmers
Nationwide
GEICO
AMICA
High Prices
Market Attractiveness
Substitutes
Suppliers
Rivalry
Buyers
Entrants
Michael Porter developed a structure for assessing the overall
attractiveness of a marketplace. These are the five major forces
he identified in his model.
Market Attractiveness
Substitutes
Suppliers
Rivalry
Buyers
Entrants
Porter’s model has been embellished over time to reflect
contemporary marketplace considerations.
The Indication is NOT
the final answer
• Closing thoughts
• Discussion
• THANKS FOR COMING!