COMPETITION ANALYSIS OF INSURANCE COMPANIES IN UPPER CARNIOLA

Zavarovalništvo se kot gospodarska dejavnost sooča z vedno večjo konkurenco. Da bi podjetja dosegla določeno rast, se morajo zavedati priložnosti in nevarnosti, ki se nahajajo v okolju podjetja, predvsem pa spoznati prednosti in slabosti trenutnih in potencialnih konkurentov. V diplomski nalogi smo opredelil tekmece na področju zavarovalništva na Gorenjskem. Osredotočili smo se predvsem na največja zavarovalna podjetja, pri nas: Adriatic Slovenica d.d., Generali d.d., Zavarovalnica Maribor d.d. in Zavarovalnica Triglav d.d. V teoretičnem delu naloge je opredeljeno pojem konkurenca, kako si podjetja pridobijo konkurenčno prednost, katera so pomembna vprašanja, ki si jih mora organizacija zastaviti, če želi spoznati svojo konkurenco. Navedli smo tudi dejavnike tržne moči konkurentov. Za konec pa je podan tudi kratka predstava razvoj zavarovalništva na slovenskem od vsega začetka, ter predstavitev obravnavanih zavarovalnice. V praktičnem delu je predstavljena analiza konkurence štirih zavarovalnic na Gorenjskem, in sicer zavarovalnice Adriatic Slovenica, Generali, Zavarovalnica Maribor in Zavarovalnica Triglav. V empiričnem delu diplomske naloge smo opravilu analizo sekundarnih virov in izvedli raziskavo zadovoljstva zavarovancev z zavarovalnicami, ter analizirali rezultate raziskave. V diplomski nalogi je podanih, kar nekaj zanimivih ugotovitev, ki smo jih pridobili z analizo glavnih zavarovalnic na slovenskem zavarovalnem trgu.Insurance as an economic activity is faced with ever growing competitiveness. In order to achieve a certain growth companies should be aware of opportunities and threats which are located in an enterprise’s environment. In particular they should recognize the strengths and weaknesses of current and potential competitors. In this thesis we defined entrants in the insurance sector in Carniola. We focused particularly on the largest insurance companies in Slovenia: Adriatic Slovenica plc., Generali plc., Zavarovalnica Maribor plc., and Zavarovalnica Triglav plc. The theoretical part of the paper defines the concept of competition, how companies can gain competitive advantage, what are the most important questions a company should ask, in order to know there competition. We also stated the most important factors of market power. We conclude the theoretical part with a brief outline of the developments of Slovenian insurance companies and the principal insurance companies in the insurance market. The practical part presents an analysis of competition, of four insurance companies in Carniola, namely Adriatic Slovenica plc., Generali plc., Zavarovalnica Maribor plc., and Zavarovalnica Triglav plc.. In the empirical part of the paper we analyze the task of secondary sources and conduct a survey of satisfaction with insurance policy holders, and analyze the survey results. The thesis has given some interesting findings, which were obtained by analysis of the major insurance companies in the Slovenian insurance market