Market Research in Insurance
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Case Code: INS015 Case Length: 03 Pages Period: 2003 Pub Date: 2003 Teaching Note: Available |
Price: Rs.100 Organization: Varied Industry: Insurance Countries: India Themes: - |
Abstract Case Intro
John Crawley was the CEO of Sunrise Insurance Company, a leading international insurance company headquartered in Las Vegas. The company had branches all over the world. As opportunities increased worldwide, the company decided to expand its operations into all potential areas of insurance. The opening up of the insurance sector in India, especially, presented a lucrative market for the company. Sunrise Insurance therefore began to consider setting up operations in the country.
Crawley called all the top executives of the company to a meeting to discuss the company's expansion plans.
At the meeting, it was decided that the company should hire the services of a research organization to carry out market research on the insurance operations of various insurers in south Asia, especially India and China. It was decided to hire the services of Shanti Research Agency, located in Mumbai, to carry out the research study. Shanti Research Agency, headed by Atul Mangru Patro, had considerable experience in providing market information to companies in many industries.
Sunrise Insurance Company intimated Patro of its decision to hire the services of his firm and invited him to Las Vegas for a meeting with Crawley to discuss the final details...
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