Abstract:
The major objective of any business establishment is to remain in business profitably through
production and sales of products or services. Without optimal profit, a business firm cannot
survive. One of the core activities in a business company to stay in business is having a welldeveloped marketing strategy. The ultimate success or failure of a company depends on its
marketing strategy. So, the strategy should be developed, implemented and evaluated
effectively to achieve the company’s objectives. So all in all the researcher is trying to see the
overall effects of the marketing strategy and its relationship with the performance of insurance
companies by measuring the performance based on the gross written premium. The purpose of
this study is to determine the effects of different marketing strategies on the performance of
insurance companies in Ethiopia. The data was collected from the marketing managers,
Marketing Officers, Senior Marketing Officers and Marketing Department Staffs of all the
insurance companies to gain wide representative of the sector. The finding of the study
indicates that Promotional strategies have the greatest influence on insurance company’s
performance rather than pricing and distribution channels. It also indicates that using new
technology (Innovation) in insurance companies must be given due attention if insurance
company’s wants to raise their Performance (Gross Written Premium).
Based on the result obtained in the analysis and conclusion made: the researcher recommended
that private insurance companies should make effective promotional strategies and also trainee
Professionals to develop new Technology to give the services on line and make new Product
development as well as product differ nation (New Insurance Polices) in order to increase sales
volume (Gross Written Premium).
