Market Positioning Strategies on Competition in Insurance Industry:
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KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY, KUMASI
COLLEGE OF ARTS AND SOCIAL SCIENCES
SCHOOL OF BUSINESS
DEPARTMENT OF MARKETING AND CORPORATE STRATEGY
MBA DISSERTATION
TITLE
MARKET POSITIONING STRATEGY AND COMPETITION IN THE INSURANCE INDUSTRY IN GHANA: A CASE STUDY OF STATE INSURANCE COMPANY LIMITED’S SUSTAINED COMPETITIVE ADVANTAGE – KUMASI
BY
EMMANUEL KWATIAH GYAMPOH
SUPERVISOR: DR. KOFI POKU
CHAPTER ONE
1.0 INTRODUCTION
1. BACKGROUND OF STUDY
Cause and effect are two inseparable fellows in every activity. Business entities formulate various strategies intended for inter alia:
a. Protection and building on current position in the market.
b. Product development
c. Market development
d. Diversification
Dess et al, (2005), indicated that these corporate development directions may be pursued through internal development, acquisition and alliances.
Additionally, Johnson and Scholes, (1999), asserted that the various broad strategic corporate development directions are market positioning strategies formulated to ensure that a business gets into a competitive position, which enables it to leverage its competitive advantage in its current market(s).
Market positioning is a strategic process which seeks to place an organization or business entity ahead of the competition in the industry in which it operates.
Essentially, market positioning is a process of making sure that a brand, product or service, occupies a clear, distinctive and desirable place relative to competing brands or products, in the mind of target groups.
Market positioning is concerned with the perception customers hold regarding a product or an organization.
Johnson and Scholes, (1999), argued that all organizations, public or private, are in a competitive position in relation to each other, in so far as they are competing either for customers or notably...
COLLEGE OF ARTS AND SOCIAL SCIENCES
SCHOOL OF BUSINESS
DEPARTMENT OF MARKETING AND CORPORATE STRATEGY
MBA DISSERTATION
TITLE
MARKET POSITIONING STRATEGY AND COMPETITION IN THE INSURANCE INDUSTRY IN GHANA: A CASE STUDY OF STATE INSURANCE COMPANY LIMITED’S SUSTAINED COMPETITIVE ADVANTAGE – KUMASI
BY
EMMANUEL KWATIAH GYAMPOH
SUPERVISOR: DR. KOFI POKU
CHAPTER ONE
1.0 INTRODUCTION
1. BACKGROUND OF STUDY
Cause and effect are two inseparable fellows in every activity. Business entities formulate various strategies intended for inter alia:
a. Protection and building on current position in the market.
b. Product development
c. Market development
d. Diversification
Dess et al, (2005), indicated that these corporate development directions may be pursued through internal development, acquisition and alliances.
Additionally, Johnson and Scholes, (1999), asserted that the various broad strategic corporate development directions are market positioning strategies formulated to ensure that a business gets into a competitive position, which enables it to leverage its competitive advantage in its current market(s).
Market positioning is a strategic process which seeks to place an organization or business entity ahead of the competition in the industry in which it operates.
Essentially, market positioning is a process of making sure that a brand, product or service, occupies a clear, distinctive and desirable place relative to competing brands or products, in the mind of target groups.
Market positioning is concerned with the perception customers hold regarding a product or an organization.
Johnson and Scholes, (1999), argued that all organizations, public or private, are in a competitive position in relation to each other, in so far as they are competing either for customers or notably...