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Europa Group Seguros, S.A.: Go-To-Market Strategy

Europa Group Seguros (EGS), the Spanish subsidiary of a German insurance company, has to decide what to do with the direct salesforce launched the previous year. First results are not conclusive. This decision needs to take into account the request from headquarters to show consistent growth. Some of the members of EGS management team support that it would be better for the company to invest in the traditional agent network while others suggest to develop further the independent broker channel.

Collection: IESE (España)
Ref: M-1378-E
Format: PDF
Number of pages: 10
Publication Date: Dec 10, 2020
Language: English, Spanish

Description

Europa Group Seguros (EGS), the Spanish subsidiary of a German insurance company, has to decide what to do with the direct salesforce launched the previous year. First results are not conclusive. This decision needs to take into account the request from headquarters to show consistent growth. Some of the members of EGS management team support that it would be better for the company to invest in the traditional agent network while others suggest to develop further the independent broker channel.
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Year: 2018
Geographic Setting: España

Learning Objective

This case allows to discuss the pros and cons of different sales networks-direct and indirect-depending on the goals of the company.

Europa Group Seguros, S.A.: Go-To-Market Strategy

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"Europa Group Seguros, S.A.: Go-To-Market Strategy"