The aim of the thesis "Portfolio analysis as a tool for strategic marketing management of insurance companies" was to assess the possibilities and methods suitable for portfolio analysis, apply the selected methods in specific companies and compare with competitors. As the possibility to analyze the portfolio assessment was chosen as the selected insurance policy conditions and limits as well as insurance and prices. It was found that individual insurance companies and their products differ significantly. It was subsequently prepared BCG portfolio matrix, which makes it possible to evaluate the balance of the portfolio selected insurance companies and design strategies appropriate for each product group. The last part focuses on a survey whose objective was to determine how respondents are satisfied with the services of insurance, as insurance companies prefer and what their insurance policy. Based on the results of the survey were designed specific recommendations for improving the services of insurance companies.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:137243 |
| Date | January 2012 |
| Creators | PETRÁSOVÁ, Michaela |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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