preview

PESTLE Analysis: Sun Life

Good Essays

3.0 PESTLE Analysis
PESTLE (Political, Economic, Social, Technology, Environment, and Legal) Analysis is used in the environmental scanning of Sun Life’s presence in Malaysia.

Political
The financial sector is very much affected by the political situation of a country. Likewise, Sun Life’s presence in Malaysia is dependent on the stability of the country.
The ruling party of Malaysia, Barisan Nasional has been in power since the country’s independence in 1957. This fact has provided Malaysia a high degree of stability and the confidence of foreign investors / businesses.
Corruption does exist in Malaysia and this may pose a barrier to foreign businesses. In 2015, Malaysia ranked 50th of 167 countries in the Corruption Perceptions Index, conducted …show more content…

Generally, Malaysia is not vulnerable to natural disasters but pollution could be an issue due to the growth in the manufacturing sector.

4.0 Marketing Mix 7 P’s
The success of any business very much depends on the business understanding its target market. Likewise, Sun Life’s presence in Malaysia required them to grasp their target market and for this purpose, the Marketing Mix 7 P’s in the context of their business is applied.

Product
Insurance companies sell services in the form of risk coverage. Therefore, their services are their products.
When Sun Life acquired CIMB Aviva, there were already many products introduced by CIMB Aviva in the market which Sun Life maintained. Nonetheless, Sun Life had to make amendments and / or introduce new products to capture the insurance market. Basically, Sun Life had to ensure that its products met the requirements and needs of the people in Malaysia.
To ensure that it penetrated the largest religion group market, i.e. Islam, Sun Life introduced several investment and medical Takaful (Islamic) …show more content…

For this reason, Sun Life need to explore distribution channels that have access to these areas. Possibly the best channel would be individual agents living within or nearby such areas.

Process
In the insurance sector, process mainly concern the speed in processing insurance application, accuracy and convenience in premium payment, and speed in paying claims. This in turn will determine the service level of the insurance company.
IT plays a role in servicing a large number of clients and reduce processing cost. At the same time IT can help in churning out statistics and information necessary to analyse the performance of current and potential business. As such, Sun Life need to look into the aspect of insurance systems and IT infrastructure in Malaysia.
Another factor to consider is customers’ affordability to make payment. Frequency of payment can be annually, quarterly and monthly. Therefore, the right processes must be in place to ensure efficiency in collecting payments.

Get Access