AIA American International Assurance SWOT Analysis, USP & Competitors

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SWOT Analysis of AIA American International Assurance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

AIA American International Assurance Group

Parent Company

AIA American International Assurance Group




Insurance and other services

Tagline/ Slogan

Breathe new life into your old devices.


Guided by a set of core values unique to AIA - People, Customer Focus, Performance, Integrity, Respect and Entrepreneurship



Health care

Target Group

Protection; savings; investment; retirement; wealth management, and corporate solutions


The largest independent listed pan-Asian life insurance group in the world

SWOT Analysis


1. Very large scale by any standard with strong and growing cash flows
2. Only foreign company to operate on its own (as opposed to as a JV partner) in China.
3. Leadership, by many metrics, in many of the markets in which AIA operates (and crushing domination in some of these).
4. Multi-channel distribution - complements very strong proprietary agency distribution channel in most of AIA's markets.


1. There are some countries (eg: South Korea, Taiwan and China) where AIA is still, by many metrics, a relatively minor player.
2. Like all large life companies, AIA is exposed to the challenges that arise from a global investment environment in which interest rates are, and will likely remain, low.


1. The leading beneficiary of the growth of organised savings in East and South East Asia
2. Clear strategies to boost profitability - as well as premium income.
3. Successful product innovation in many of the markets in which AIA operates and potential to make acquisitions


1. Turmoil in regional financial markets.
2. Growth and profitability would suffer for a time in the event of political and/or economic instability in Thailand.
3. Robust competition, in some markets, from very large multi-national insurers



1. AXA Asia Pacific Holdings Limited
2. Aviva plc
3. China Life Insurance Company Limited

The table above concludes the AIA American International Assurance SWOT analysis along with its marketing and brand parameters.


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