IMPROVING MARKETING MIX ACTIVITIES AT BSH TIEN GIANG INSURANCE COMPANY

1. IMPROVING MARKETING MIX
ACTIVITIES AT BSH TIEN GIANG
INSURANCE COMPANY

2. PART I INTRODUCTION
1.1. Focus of the internship report
The effectiveness of an enterprise's the production and business activities depends a
lot on the marketing mix strategy. BSH Tien Giang and many other companies are
still facing many problems and difficulties in the process of implementing
marketing mix activities.
During the internship at BSH Tien Giang, I grasp the goals as well as long-term
development strategy through the Company's operational orientation, combined
with the analysis and assessment of the current situation of BSH Tien's marketing
mix activities, I chose the topic: "Improving marketing mix activities at BSH Tien
Giang Insurance Company" as my graduation report.
1.2. Overview of Vietnam insurance market in recent years
The non-life insurance market grew 11.6% in 2019, according to the General
Statistics Office. BVH is currently ranked number one with 22% market share,
followed by PVI (15.2%) and PTI (10.1%), other businesses account for small
proportion of about 5%.

3. PART I INTRODUCTION
1.3. Overview of Tien Giang BSH
1.3.1. History of BSH
1.3.2. Organizational structure of BSH Tien Giang
1.3.3. Human Resources
1.3.4. Financial situation of BSH Tien Giang

4. PART II. DESCRIPTION OF ACTIVITIES AND MISSIONS AT
BSH TIEN GIANG
2.1. Daily activities
2.2 Tasks
Position: As Marketing Assistant
Duties:
+ Marketing and selling insurance products
+ Analyzing and exploring potential product points of consumption
+ Researching the development of the non-life insurance industry, updating potential customers' needs
to increase product consumption
+ Researching the market, analyzing and making some proposals for the company to develop
sustainably in the current competitive market with many new factors
2.3. Compare reality and theory
The theory of corporate finance and how to analyze the business situation are nearly identical. The
difference is that business is not simply selling a product and then collecting money, but a complex
process governed by many different economic laws of management, strategy, and many other factors. It
requires leaders to control all business processes, optimize the system, save costs, increase revenue and
increase profits.

5. PART III . DEFINITION OF TERMS
3.1. Overview of non-life insurance
3.1.1. Definition
3.1.2. Classification of non-life insurance
3.2. Concepts and roles of Service Marketing
3.2.1. Concepts
3.2.2. Service Marketing Role

6. PART IV. NON-PERSONAL INSURANCE
MARKETING ENVIRONMENT
4.1. Macro environment (PESTEL)
4.1.1. Political factors
4.1.2. Economic factors
4.1.3. Sociocultural factors
4.1.4. Technological factors
4.1.5. Environmental factors
4.1.6. Legal factors
4.2. Micro environment
4.2.1. Customers
4.2.2. Competitors
4.2.3. Suppliers
4.3. Marketing mission and goals
4.4. Target market situation
4.4.1. Market Segmentation
4.4.2. Target market selection

7. PART V
SITUATION OF MARKETING MIX
ACTIVITIES AT BSH TIEN GIANG
5.1. Product Policy
5.2. Price policy
5.3. Distribution Policy
5.4. Promotional policy
5.5. People Policy
5. 6. Service delivery process
5.7. Physical environment

8. PART VI
REVIEW OF RELEVANT COMPETITORS
(SWOT ANALYSIS)
6.1. Strength
6.2. Weakness
6.3. Opportunity
6.4. Threat

9. PART VII
SOLUTIONS AND ORIENTATION
7.1. Solutions of developing marketing policies for
non-life insurance services
7.1.1. Product Policy
7.1.2. Price policy
7.1.3. Distribution Policy
7.1.4. Promotion policy
7.1.5. People Policy
7.1.6. Policy on service delivery process
7.1.7. Physical environment policy
7.2. Strategic orientation to 2023

10. PART VIII CONCLUSION
BSH Tien Giang Insurance Company, in my opinion, should choose its own direction with
an appropriate marketing policy in order to continue to grow, dominate, and increase market
share in the future. In order to take advantage of opportunities and minimize risks,
marketing policies for the company's products should be developed and implemented based
on its resources, financial capabilities, material, and technical facilities. Recognizing the
significance of marketing policy in applying and operating the business in accordance with
market conditions is critical and strategic for the company. The topic is the result of research
and application of the theoretical foundation of marketing policy to the current situation of
marketing activities at the company, thus offering appropriate solutions to improve the
marketing policy of non-personal insurance products. The company's longevity contributes
to increased competitiveness, efficient consumption, and long-term development.
The topic outlined the characteristics of non-life insurance products, the current status of
BSH Tien Giang Insurance Company's marketing policies, and made appropriate policies. I
hope that by writing this report, I can help BSH Tien Giang Insurance Company achieve its
goals of improving competitiveness, developing the market, consolidating and maintaining
market share in the coming years.