School of management
University of Bradford
Model code: MAN0208M
A Strategic Analysis of AXA
Industries: Insurance/Financial Services
Word Count: 2314 (not including Tables or Executive Summary)
This report has to do with the investigation into AXA insurance company including internal analysis, external strategic analysis and strategy formulation. It is designed to analyse the whole organisation and make recommendations related to the problems. AXA is a French global investment, retirement and insurance group. The AXA Group involves five operating business segments: Life & Savings, Property & Casualty, International Insurance (including reinsurance), Asset Management and Other Financial Services. This report is focused on AXA insurance.
The main investigation approach is to use the text book as a secondary resource to analyze the specific theory about PESTLE analysis and Porters Five Forces analysis. At the same time, some useful sources as secondary information are researched from the Internet and some professional theory about external and internal analysis and strategy formulation come from library books.
Through the investigation, there are four main parts related, but each part has detailed contents around different topics. The first part will introduce the company summary. PESTLE analysis, industry life cycle, Porters Five Forces analysis and key competitors will be introduced in the second part. After that, the report will show internal analysis including value chain and SWOT analysis. Finally, the part will focus on strategy formulation and making recommendations respectively.
After a full strategic analysis of both the external and internal factors affecting the business, it is clear that there are key drivers in the markets. These drivers are customers' need, differentiated products and quick response to new technology. Consumers are becoming more price sensitive and eager to locate the best deals on the market. These are the areas that the business needs to focus on and develop in the future.
Based on the findings of this report, it is clear that AXA has a dominant position in the market. However there are a few points could be improved, and profits could be potentially increased if the business implemented a number of recommendations. The recommendations are to continue the expansion into international markets, improve and develop its products, develop more complete marketing systems and take new technology into consideration. Carrying out these recommendations would result in having a larger consumer base and an increase in profits.
External and Internal Analysis, Strategy Formulation, Recommendations
Current Market Position
External Strategic Analysis
PESTLE Analysis - Conclusion
Industry Growth/Life Cycle
Porters Five Forces Analysis
Porters Five Forces Analysis - Conclusion
Value Chain Analysis
Value Chain Analysis - Conclusion
The BCG growth-share matrix
List of Tables and Figures
PESTLE Analysis of AXA
The Industry Life Cycle Model
Porter's 5 Forces Model
Value Chain Analysis
The BCG growth-share matrix
Statistics about average insurance spend
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