A study on the effectiveness of American International Assurance Co. Ltd (AIA)'s current marketing strategy in Kuching market / Dennis Achil

American International Assurance Co. Ltd (AIA) started operations in Kuching since 1948. It has 22 branches nation-wide and is among the 18 companies in Malaysia providing life insurance. Over the nine months of operations for 1998, AIA Kuching had been unable to achieve its targeted sales for 1998 and recorded a problem which was a decline in sales. (Please refer to Table 4.2). Besides this, the economy slowdown, devaluation of Ringgit and increasingly competitive business environment had also placed AIA Kuching in a challenging position. Thus, there was a need to analyse their current marketing strategy to address the problem mentioned. A study was carried out to gather the opinions and perceptions of the general public and existing AIA’s policyholders with relation to their current marketing strategy. From the study I have identified the strengths and weaknesses of the strategy, and opportunities and threats faced by AIA company. In the study I also do the market analysis and industry analysis. After identifying the above, I came up with a recommendation to AIA Kuching. The proposed marketing strategy is detailed out in Chapter 7 of the paper. However, this was only an academic project.