Abstract
Pure General Insurance (PGI) has strived to develop in a fast changing and highly competitive environment since the 1970s. As in many developed countries, the market has become either mature or saturated, with companies experiencing small growth or being out competed. It is then vital for a company to review its position and future goals. The following marketing plan, according to Jobber (1995), and Jobber and Fahy (2006), will help at first to analyze PGI's current position in the market considering its environment and competences. It will develop new strategies to remain competitive and ensure long-term profitability through a systematic approach.
