Strategi Bisnis Bancassurance Dengan “Business Model Canvas” Pada Asuransi Jiwa Syariah Di Pt. Axa Mandiri Area Cirebon

Abstract

This study aims to analyze the bancassurance business strategy in sharia life insurance in PT AXA Mandiri Area Cirebon and produce new business strategy alternatives. The research method of business strategy mapping is currently carried out qualitatively descriptive with a Business Model Canvas and strategy analysis is carried out based on quantitative and qualitative methods with SWOT analysis. Based on the results of the analysis of internal and external factors with the Internal External Matrix, the IFAS values were 2.87 and EFAS 2.69, so that the company's position was in cell V (growth strategy), then continued with the SWOT quadrant analysis the company's position was in quadrant I, which is a very profitable position, with coordinate points (Internal, External) (0.81; 0.59), so that AXA Mandiri can implement aggressive growth policies (growth-oriented strategy) where the company has opportunities and strengths so that it can take advantage of existing opportunities. The SWOT research that produces strategic alternatives is then mapped into 9 (nine) components of the Business Model Canvas to produce a new strategic business mapping. The appropriate strategy is first to increase the number of competent marketers with high motivation and enthusiasm, second is to establish close cooperation with banks in product marketing so that customers can be informed about the existence of insurance products, third is to design insurance products other than unit-linked, fourth is to design alternatives products with lower prices, fifth is designing products with a single premium/lump sum payment, sixth is increasing banking trust in product excellence, financial advisor skills, and quality of product marketing processes, seventh is improving the work culture of financial advisor staff to adapt to the culture banking, and the eighth is to carry out periodic people development, motivation, and coaching.