Jumlah penduduk Indonesia yang sangat banyak dan mayoritas penduduk muslim merupakan pasar yang potensial. PT. Asuransi Syari'ah Mubarakah (PT.ASM) adalah perusahaan yang bergerak dalam jasa asuransi jiwa syari'ah. PT. ASM mempunyai sasaran, yaitu mengutamakan kualitas di segala bidang, menuju kemakmuran, kesejahteraan di bawah perlindungan dan ampunan Allah SWT, memperoleh premi total dan jumlah tertanggung sebanyak mungkin dari jumlah penduduk Indonesia yang merupakan pasar potensial. Untuk mencapai target tersebut, maka perlu dirancang strategi memasuki pasar beserta rencana implementasinya.Penelitian ini di awali dengan menganalisa kondisi eksternal perusahaan, yang meliputi aspek politik, ekonomi, sosial, dan teknologi. Setelah itu dilakukan analisis industri, analisis internal dan analisis pesaing yang meliputi profil perusahaan dan fungsional perusahaan serta faktor kunci sukses. Alat yang dipergunakan pada penelitian ini adalah pair comparison, EFE matrix, CPM, IFE matrix, IE matrix, TOWS matrix, dan QSPM.Hasil dari analisa menghasilkan posisi PT.ASM adalah grow and build. Jadi sesuai dengan posisi tersebut dan faktor-faktor yang terkait, maka strategipenetrasi pasar merupakan strategi terpilih dan akan diimplementasikan antara 2003-2005.
Statistically, the large number of Indonesian people which is Moslem majority is economically a potential market. ASM,PT is definitively an insurance company which commits its services to the Islamic principal rules. ASM,PT puts its goal as to provide highest quality services in all reasonable fields in a way to achieve blessed welfarenessses under God's protections and forgiveness as well. It also expecting the huge amount of capitals gathering from the earlier premy taken from clients which has to be Indonesian potential market people as many as it could possibly gain. To break the target just mentioned, a strategic plan with all its operating designs becomes the first thing to do before entering the market.This study starts with analyzing the main aspects of external condition which are politic and social economical and also technology. Then exploring the industrial analysis, internal analysis and competitions analysis which include the company profile and company function also keys success factor. The tools used in this study are pair comparison, EFE matrix, CF matrix, IFE matrix, TOWS matrix, and QSP matrix.Result of the study concludes the actual position of ASM,PT as a grow and build company. By the term just stated and by considering every factors related to the term at once, so penetrating the market is a wisely great chosen strategy to implemented by the years of 2003 to 2005. |
T 14659-Asuransi Islam.pdf :: Unduh