| Summary: | ABSTRACT
Background: The problems that are faced by management of Takaful Insurance are varies. Human resources are limited. Besides that, the company doesn't have a straight plan for marketing strategy for its health insurance product. This study was aimed to establish the plan.
Method: This was an explorative case study. Data were collected using in-depth in¬terview, questionnaires and assessed relevant documents. The respondents were decision-makers at PT. Takaful Insurance. Data were analyzed using qualitative artd quantitative descriptive.
Result: Direction of company's mission is not straight. Besides strengths and oppor¬tunities, the company has such internal weaknesses and external threats. They use emotional marketing strategy approach without enough promotion budgets to sup¬port the strategy.
Conclusion and recommendation: Company's mission has to be changed, so that the business area is more focused. The SWOT analysis indicates that company's position is on 1s quadrant. It means strengths and opportunities are more than weak¬nesses and threats. It is recommended to develop an aggressive strategy by increas¬ing product sales and making new market with maintaining the competitive price of premium and providing quick and quality services especially the issuance of policies.
Keywords: strategic planning, Takaful Insurance, health insurance, and case study
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