Designing Diversified Sales Strategy by Using Database Marketing (Case Study: Active Insurance Company in Free Trade Zones)

Document Type : Qualitative Research Paper

Authors

1 Associate Prof., Faculty of Entrepreneurship, Tehran University, Tehran, Iran

2 Master of Entrepreneurial Management, Faculty of Entrepreneurship, University of Tehran, Iran

Abstract

Today, new economic, political, cultural and social trends have emerged in the business environment that has changed the business environment and new challenges are facing businesses. As a result, there is a very difficult competitive environment for businesses to be able to sustain themselves in this situation. One of the most important processes that are the foundation of business success in this situation is sales, and what is choosing the best sale strategy and it uses fundamental innovation, leads to more sales and profit maximizing. Therefore, the main attempt of this research is to design various sales strategies by using database-based marketing methods in the active insurance company in free trade zones. This research is applied based on purpose, how to collect data is descriptive and the research method is a case study with a qualitative approach. Data collection was done through an internal portal and interview with insurance company technical experts. Plus, In the field of research methods, database-based marketing methods have been used on customers’s buying behavior and the composition of the best selling insurance field has been obtained in different regions; so, customers classification is based on demographic variables by clustering method. The results of the research indicate the optimal offer of combining the best-selling insurance field through various sales methods in right areas for people who are more likely to buy than others, which ultimately increases the insurance company’s portfolio.

Keywords


 
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