Marketing at Progressive Inc

Problem Definition

Progressive is a swear out organization (an auto damages provider) that is spirit to diversify its table service offerings. By examining Progressives alive service offering, we settle that compared to other insurance providers its economics are non typical. In exploring the reasons, we learn that the company does things very differently than its competitors and, as such, has importantly different capabilities. Understanding these capabilities is necessary before assessing the new service innovation under consideration: pay-as-you-go insurance. We can analyze the existing capabilities of Progressive Insurance and the market demands of its guests to determine the viability of a potential new service. We can evaluate the introduction of technological service innovations. Because the perception of technological capabilities plays an important role in guest acceptance of such innovations, their introduction must be considered from a behavioral as well as business perspective.

Situation Assessment

Strengths

· tell services

· technological leadership

· good price segmenters

· innovation

· Use Internet engine room in gaining customers

Weaknesses

· Immature level of development of marketing efforts

· No clear strategy or roadmap of dealing with competition from lead tier insurance companies

Opportunities

· consistently outsegment and differentiate from competition

Threats

· Excessive customer air division

· Excessive technology investment in non-value added projects that are not reigned in before fruition.

· Increasing deregulation in the insurance services industry

        Progressive prides itself on providing low cost premiums resulting in 25% savings to customers employing innovative technology and price segmentation and it is regarded as Progressives core competency. However, Progressive is at crossroads: whether to slide by to attract niche markets employing innovative technologies such as the enter or to go the conventional insurance route aka demesne Farm or All State in the prox?

Progressive took advantage of the Internet technology for customer education and citation comparison shopping and other...

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