Plan de negocios para la creación de una nueva línea de producto de seguros, “Asistencia médica veterinaria equipada”, para la empresa Mapfre Atlas Compañía de Seguros S.A.

Mapfre Atlas is an insurance company that has been in Ecuador for 31 years and has a significant market share in the country. The specialization on techniques areas makes the company a big competitor facing new challenges on the insurance market. The service to be developed is a line "Equine Ve...

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Bibliographic Details
Main Authors: Jarrín Aguilar, Carolina Elizabeth, Reinoso Naranjo, Iván Felipe
Other Authors: Jaramillo Racines, Marco Antonio
Format: Tesis de Pregrado
Published: Quito: Universidad de las Américas, 2016 2016
Subjects:
Online Access:http://dspace.udla.edu.ec/handle/33000/5278
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Summary:Mapfre Atlas is an insurance company that has been in Ecuador for 31 years and has a significant market share in the country. The specialization on techniques areas makes the company a big competitor facing new challenges on the insurance market. The service to be developed is a line "Equine Veterinary Medical Assistance" in the Insurance Company MAPFRE Atlas S.A. due to the conformation of an insurance department specialized on horses, which is a new branch in the market. The service is proposed due to the finding the need to have insurance veterinary care for horses on the market search. The project focuses on owners of thoroughbred horses, conducting commercial activities and sports. The project will take place in the provinces of Pichincha, Imbabura and Tungurahua where there is a significant concentration of activities and events which involve owners each year. The main competitive advantage of the service is specialization, due to the fact, that is a delimited to a certain kind of market and specific one and it is specialized mainly in veterinary assistance, which is not currently available on the market. There is only one competitor that provides a life insurance policy. This is the reason why the marketing plan is based on standing out this specialization. It has been agreed that the main distribution channels are brokers Horses associations and direct sales. The product will be promoted in fairs, contests and sports competitions as well as on the website of the company. The development of the service requires an initial investment of $ 68,696 US dollars for market research, software development, implementation department inside the company, and product launch promotion. The time of the expected pay back is in 2.8 years, with sales of $ 512,457.14 at the end of the fifth year. The profit generated will be $ 22,917.59 which means 4.47%. The price of the service, known as the total annual premium is $ 578.07 US dollars, which was analyzed during the market research making it attractive to the target market. The service meets the purpose to satisfy the need of the target market. All the health care treatments are high-costly and the owner will feel supported. All the benefits of the policy comes to meet a demand for veterinary care benefits horse owners, doctors who have more work to fulfill the number of horses to be insured. Coverages are adapted to the most common problems that affect horses and are shared with the customer to safeguard the lives of them. Data was collected between all stakeholders involved in the project: veterinarians, horse owners, horse caretakers, insurance brokers, shareholders of Mapfre Atlas, among others, and it has been determined that there is an excellent projection of the Product (Service), which offers full health care coverages: cramps, musculoskeletal injuries, breathing and heart complications, damage to third parties caused by the insured horses, in addition to campaigns for disease prevention and basic care safeguard of the health of the animal. All the stakeholders have said that policy offered is a financial back up for the owner who invests in care and maintenance of horses, so the risk is shifted to a company that is able to respond to a claim brought by an accident.