Extract
[...] The post-Covid-19: towards a renewed interest in the model of the mutual insurance company? RECMA, 121-126. - Bolton, P., Després, M., Pereira da Silva, L. A., Samama, F., & Svartzman, R. (2020). Thinking about financial stability in the era of global ecological risks - Towards new trade-offs between efficiency and resilience of complex systems. Journal of Financial Economics, 41-54. - Bonvillain, T., Rogissart, L., & Féret, S. (2024). of public expenditures related to agricultural crises. [...]
[...] Methodology of of the study - Qualitative method through the implementation of semi-directive interviews Solutions recommended - Recommendation 1.1: Strengthen personalization and responsiveness by developing customer relationship management tools - Recommendation 1.2: Improve the online experience - Recommendation 1.3: Increase human contact Keywords to Strategy, niche market, health, loyalty Table of Contents INTRODUCTION - 7 - PART 1 - JUSTIFICATION OF THE PROBLEM AND PRESENTATION OF THE COMPANY - 10 - 1.1 Justification of the company's problem - 10 - 1.2 Presentation of the company - 11 - 1.2.1 Core business - 11 - 1.2.2 Client - 14 - 1.2.3 Competitive market - 15 - 1.3.3 Integration of environmental and social issues - 16 - PART 2 - METHODOLOGY - 18 - 2.1 Literary reviews that explain theoretical concepts - 18 - 2.1.1. Strategy for identifying a niche market - 18 - 2.1.2. Client Retention Strategy - 19 - 2.2 Description of the methodology of the study carried out - 20 - 2.2.1. The object of the study - 20 - 2.2.2. [...]
[...] J. (1999). Relationship marketing defined? An examination of current relationship marketing definitions. Marketing intelligence & planning, 13-20. - Houllier-Guibert C. E. (2012). From public communication to territorial marketing: a microsociological approach to the fabrication of the brand image. Public management and governance, 35-49. [...]
[...] (2017). Market definition: An analytical overview. Dominance and Monopolization, 97-142. - Banque de France https://acpr.banque-france.fr/sites/default/files/medias/documents/20230626_as_assureurs_s2_dec2022.pdf - Bashi, J., Sia, D., Tchouaket, E., Balegamire, S. J., & Karemere, H. (2020). Health mutuals in Bukavu in the Democratic Republic of Congo: factors favorable to the use of health services by members. Pan African Medical Journal, 35(1). - Bidet, É. (2020). [...]
[...] In these conditions, one can wonder how to develop a specific marketing strategy for the mutual, integrating the social dimension to respond to the health needs of expatriates? In order to respond to the challenges raised by this problem, it will be necessary to highlight and justify the problem and present the company then present the methodology and the research results (III). PART 1 - JUSTIFICATION OF THE PROBLEM AND PRESENTATION OF THE COMPANY 1.1 Justification of the company's problem The problem retained in the context of writing this thesis is as follows: 'how to develop a specific marketing strategy for the mutual in integrating the social dimension to meet the health needs of expatriates?' As mentioned in the introduction, this problem aims to define, present and study two major issues: on the one hand, the deployment of a marketing strategy in a specific sector (that of mutuals) and on the other hand, understand how a marketing strategy can allow a certain increase in the company's growth, particularly through the capture of new customers, as well as the loyalty of existing customers of the company. [...]
