by Chu Heung Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaf 122). / ABSTRACT --- p.ii / NOTICE OF CONFIDENTIALITY --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.ix / PREFACE --- p.x / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Risk --- p.1 / Insurance --- p.1 / Engineering Insurance --- p.3 / Reinsurance --- p.11 / Role of Reinsurance --- p.11 / Types of Reinsurance --- p.12 / Facultative Reinsurance --- p.13 / Arrangement --- p.13 / Advantages and Disadvantages --- p.15 / Proportional Facultative Reinsurance --- p.16 / Non-proportional Facultative Reinsurance --- p.16 / Engineering Facultative Reinsurance --- p.20 / Present Problems over Facultative Reinsurance Business --- p.20 / A Possible Solution to Solve the Present Problems --- p.23 / Objective of This Project --- p.27 / Chapter II. --- MARKET OPPORTUNITIES AND POTENTIAL PROFILE OF INSURERS ON NON-PROPORTIONAL FACULTATIVE REINSURANCE FOR ENGINEERING INSURANCE BUSINESS --- p.29 / Primary Demand --- p.29 / Buyer-identification --- p.30 / Willingness and Ability to Buy --- p.32 / Market Segmentation --- p.32 / Sales-force Allocation to Accounts --- p.33 / Volume --- p.33 / Quality --- p.34 / Product Design and Communication Appeals --- p.35 / Communications Targets --- p.36 / Reinsurance Departments --- p.36 / Casualty or Engineering Departments --- p.36 / Insurance Companies in Hong Kong --- p.37 / Insurance Companies Dealing with Engineering Insurance Business --- p.41 / GG --- p.41 / Company Philosophy --- p.42 / Sources of Engineering Insurance Business --- p.43 / Sources of Facultative Reinsurance Support --- p.43 / Internal Set-up --- p.44 / Decision-making Process --- p.45 / Present Potential Problems and Needs --- p.46 / BB --- p.47 / Company Philosophy --- p.47 / Sources of Engineering Insurance Business --- p.48 / Sources of Facultative Reinsurance Support --- p.48 / Internal Set-up --- p.49 / Decision-making Process --- p.50 / Present Potential Problems and Needs --- p.50 / AA --- p.51 / Company Philosophy --- p.51 / Sources of Engineering Insurance Business --- p.52 / Sources of Facultative Reinsurance Support --- p.52 / Internal Set-up --- p.53 / Decision-making Process --- p.53 / Present Potential Problems and Needs --- p.54 / Summary --- p.55 / Chapter III. --- THE HYPOTHETICAL REINSURANCE COMPANY --- p.57 / Types of Reinsurance Sellers --- p.57 / Professional Reinsurance Companies --- p.57 / Typical Set-up of a Professional Reinsurance Company Offering Facultative Reinsurance for Engineering Insurance Business --- p.58 / Marketing Activities --- p.59 / Underwriting Activities --- p.60 / Other Activities --- p.62 / General Operation of Facultative Reinsurance for Engineering Insurance Business of the Hypothetical Reinsurance Company --- p.62 / Summary --- p.64 / Chapter IV. --- COMPETITIVE ENVIRONMENT ON NON-PROPORTIONAL FACULTATIVE REINSURANCE FOR ENGINEERING INSURANCE BUSINESS --- p.66 / The Hypothetical Reinsurance Company's Position --- p.66 / Strengths --- p.66 / Weaknesses --- p.67 / Direct Competitors --- p.67 / Other Reinsurance Companies --- p.68 / A Reinsurance Company --- p.68 / B Reinsurance Company --- p.70 / C Reinsurance Company --- p.71 / Reinsurance Brokers --- p.71 / Indirect Competitors --- p.73 / Underwriting Agencies --- p.73 / Insurers --- p.74 / Competitive Dynamics --- p.75 / Pioneering Advantage --- p.75 / Technological Discontinuities --- p.75 / New Market Entrants --- p.76 / Intensity of Competition --- p.76 / Overcapacity --- p.77 / Different Underwriting Philosophies and Experience --- p.77 / Products and Services Offered --- p.78 / Low Cost in Shifting from One Security to Another --- p.78 / Long Period to Gather Experience --- p.79 / Summary --- p.79 / Chapter V. --- DEVELOPMENT OF SEVERAL ESSENTIAL COMPONENTS ABOUT THE LAUNCH OF THE NEW PRODUCT - THE NON-PROPORTIONAL FACULTATIVE REINSURANCE FOR ENGINEERING INSURANCE BUSINESS --- p.81 / General --- p.81 / Product Characteristics --- p.82 / Product Pricing --- p.83 / Product Promotion Activities --- p.85 / Product Sales Force --- p.88 / Product Distribution --- p.89 / Summary --- p.90 / Chapter VI. --- QUESTIONNAIRE SURVEY AND FINDINGS --- p.91 / Questionnaire Survey --- p.91 / Findings --- p.92 / Product Characteristics --- p.92 / Characteristics of the Reinsurer Offering the New Product --- p.92 / Services Going Together with the New Product --- p.93 / Product Pricing --- p.94 / Factors Affecting the New Product Pricing --- p.94 / Product Promotion Activities --- p.95 / Advertising --- p.95 / Sales Promotion --- p.95 / Public Relation --- p.96 / Product Sales Force --- p.97 / Support from the Reinsurer --- p.97 / Product Distribution --- p.98 / Activities from the reinsurer --- p.98 / Chapter VII. --- FINAL MARKETING PLAN FOR THE LAUNCH OF THE NEW PRODUCT 一 THE NON-PROPORTIONAL FACULTATIVE REINSURANCE FOR ENGINEERING INSURANCE BUSINESS --- p.100 / Marketing Objective and Strategy --- p.100 / Marketing Objective --- p.100 / Marketing Strategy --- p.103 / Product Objective and Strategy --- p.104 / Product Objective --- p.104 / Product Strategy --- p.105 / Product Pricing Objective and Strategy --- p.105 / Product Pricing Objective --- p.105 / Product Pricing Strategy --- p.105 / Product Promotion Objectives and Strategies --- p.107 / Product Promotion Objectives --- p.107 / Advertising Objective --- p.107 / Sales Promotion Objective --- p.107 / Public Relation Objective --- p.108 / Product Promotion Strategies --- p.108 / Advertising Strategy --- p.108 / Sales Promotion Strategy --- p.108 / Public Relation Strategy --- p.110 / Product Sales Force Objective and Strategy --- p.111 / Product Sales Force Objective --- p.111 / Product Sales Force Strategy --- p.111 / Product Distribution Objective and Strategy --- p.112 / Product Distribution Objective --- p.112 / Product Distribution Strategy --- p.113 / Chapter VIII. --- CONCLUSIONS --- p.115 / APPENDICES --- p.117 / BIBLIOGRAPHY --- p.122