PEMBAHASAN
Figure 15-2. Applications of an insurer’s strategic planning and operational planning for different functional areas.[1]
| Function |
Strategic Planning |
Operational Planning |
| Marketing |
- Market identification and penetration
- Agency development strategy
- Product development
|
- Advertising plans and promotions
- Agent commission plans
- Product instruction
- Annual sales forecast
|
| Risk Selection |
- Underwriting strategy
- Underwriting standards analysis
|
- Underwriting targets and guidelines
- Reinsurance policies
|
| Customer Service |
|
- Policy issue procedure
- Service standards
- Policy processing alternatives
|
| Financial Planning |
- Economic research and forecasting
- Capital adequacy
- Allocation of capital
|
- Cash flow planning
- Product profitability goals
- Monthly forecast of expenses
- Tax planning
|
| Investments |
- Investment strategy
- Risk analysis
- Legal restrictions
|
- Performance planning
- Legal restrictions
- Liquidity planning
|
| Human Resources |
- Long-term personnel requirements
- Personnel policies
|
- Current-year recruiting plans
- Fiscal-year wage and salary plans
- Job design and analysis
|
| Electronic Data Processing |
- Systems architecture
- Long-term capacity requirements
|
- Software needs
- Personal computer and hardware requirements
- Short-term capacity requirements
|
Jawaban: a. Product development
[1] Mulligan, E. and Stone, G. (1997). Accounting and financial reporting in life and health insurance companies. Atlanta, Ga.: Life Management Institute, LOMA.
