PGI CASE QUESTIONS
PGI has conducted a number of interviews to investigate the possibility of introducing a new general insurance policy. The company has asked for your help in analysing this interview data. You are required to carry out a process of data reduction on this interview data using any appropriate method of your choosing (you may wish to consider using the “large sheet of paper” method). (15%)
What advice could you give PGI about promoting to these customers? (15%)
For interview transcripts see last section of PGIs case study.
Using the PGI case study, carry out a Situational Analysis which must include the following audits,
(a) Internal audit
(b) Customer audit
(c) Macro audit
Using a marketing planning framework of your choice, recommend a suitable outline strategy for PGI, explaining your choice fully.