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!