Product details

The case examines the various ways of entering the Indian insurance market. It discusses the significance of training sales personnel to perform better and provide competitive advantage for the company they represent. The possible conflicts that can occur between the customer and the sales personnel have also been discussed. The case also throws light on the need for training agents and suggests areas in which training is required. The case is structured to enable students to: (1) understand the possible ways of entering into foreign markets; (2) understand the insurance market situation after liberalisation of the insurance sector in India; (3) discuss the role of sales personnel in portraying a positive image of the organisation they represent; (4) understand the significance of providing proper training to sales personnel; and (5) understand the changing business environment and customer expectations. The case is aimed at MBA/PGDBA students, and is intended to be part of the insurance marketing or services marketing curriculum.