TRŽIŠNO POZICIONIRANJE DOBROVOLJNOG ZDRAVSTVENOG OSIGURANJA : Završni rad

Kroz ovaj rad definirali su se pojmovi marketing strategija, marketing plana te marketing pozicioniranja kao ključnim pri poslovanju poduzeća i ostvarivanju njihova uspjeha. Tema koja se proteže kroz čitav rad je pozicioniranje. Potrebna je jasna vizija te duboko razumijevanje tržišta, ciljanih skupina i konkurencije. Zdravstvenim osiguranjem u RH se osiguranim osobama daju prava u korištenju zdravstvene zaštite, a ista se ostvaruju u javnom zdravstvenom sustavu. Podijeljeno je na obvezno i dobrovoljno. Analiza je provedena na slučaju Agram life osiguranja d.d., društvo koje je trenutno lider na tržištu dobrovoljnog zdravstvenog osiguranja. Kroz rad je napravljena usporedba Agram life-a s konkurentima (Croatia, Allianz i Wiener) po odabranim atributima i prikazana percepcijskim mapama. Na temelju svih prikupljenih podataka i analiza kao daljnja strategija se preporučuje otkloniti problem dugog termina čekanja na način da se uvede rad u dvije smjene, s obzirom da sada rade samo kroz jutro. Takvim radom očuvala bi se kvaliteta usluge i zadovoljstvo osiguranika te bi društvo težilo postavljanju većih ciljeva i uzimanja većeg tržišnog udjela jer bi zbog cjelodnevnog rada postali dostupni svima.Through this paper, the terms marketing strategy, marketing plan and marketing positioning were defined as key in the business of companies and achieving their success. A topic that extends throughout the paper is positioning. A clear vision and a deep understanding of the market, target groups and competition are needed. Health insurance in the Republic of Croatia gives insured persons the right to use health care, and the same is exercised in the public health system. It is divided into mandatory and voluntary. The analysis was conducted on the case of Agram life insurance d.d., a company that is currently the market leader in voluntary health insurance. The paper compares Agram life with competitors (Croatia, Allianz and Wiener) by selected attributes and presents perceptual maps. Based on all the collected data and analyzes as a further strategy it is recommended to eliminate the problem of long waiting time by introducing work in two shifts, given that they now work only through the morning. Such work would preserve the quality of service and satisfaction of policyholders, and the company would strive to set higher goals and take a larger market share, because they would become available to everyone due to full-time work