The Ege-Baltica A Ş case

Abstract

In Turkey today, the amount of insurance policies underwritten in proportion to the population, is much less than in the EEC countries. This provides alive an opportunity for foreign companies to invest in the insurance business in Turkey. However, problems such as low insurance awareness, unequal incomedistribution, inflation and low-development of insurance concepts are realities that have to be faced. As the range of products and services is getting wider and wider, moi-e decisions are left to be made by the consumer and the market is being filled by information to support these decisions. One more item to be added to the list of services in Turkey is the insurance concept of Eqe-Baltica A.S. Ege-Ealtica A.S. i;s the joint-venture of two Danish partners. Saltica insurance A/S and the Industrialization Found for Developing countries, and a Turkish partner, Egebank. Ege-Baltica A.S. decided to offer all kinds of non-life .nsurance, and located the main office in Izmir, Turkeys third large city. The marketing tools are not utilized in the Turkish insuranc.· business, which further enlarges the opportunity for Ege-Baltica A.S. In the turbulent business environment in Turkey, Ege-Baltica A.S. has to m.ake use of professional marketing concepts in order to win market share and survive. Ege-Baltica A.S. must make a segmentation, a targeting and decide on a position in the market to professionally form the marketing mix (4P's)of the company. The marketing mix is the communication interface between the company and the customer. The information, collected form personal interviews and company reports, is formed into a case and recommendations to the management of Ege-Baltica A.S. are made by analytically building the marketing mix for future marketing decisions.