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Word Count: 7,242
Table of contents 1Summary2 2Main Contents of the report3-20 21 Introduction3 22 Problem and the followed procedure4 23 Sun Life Financial from strategic managerial viewpoints4 231Sun Life Financials strategic logic6 232SWOT analysis10 233PEST analysis13 234The attractiveness of the Chinese insurance market17 235Strategies and city choice18 3Results conclusions and recommendations22 4 Bibliography23 1 Summary This report looks into the Chinese insurance market for Sun Life Financial in order to evaluate whether it is wise for the company to enter the Chinese market and if so where to enter To research whether Sun Life Financial is internally ready to enter the Chinese market or not there was chosen to use the strategic logic theory The Chinese government imposes foreign companies to form joint ventures if they want to be active in the Chinese market In this way domestic companies will benefit from business development as well Sun Life Financial strategically chose to form an alliance with Everbright because of Everbrights established distribution network and good relations with the government Sun life Financials business concept consists out of already developed products in other markets adapted to Chinese customers The biggest potential customer base can be found in urban areas where people tend to be more westernised and richer The products in these areas will be offered by means of personal selling carried out by a specially trained sales force The organisation concept shows that Sun Life Financial can use their management expertise financial strength and extensive customer service experience to support their business concept Furthermore it could use Everbrights established distribution channels and local market expertise Both parties have an equally share in the joint venture Stakeholder development with the government is the most important core process to be undertaken by Sun Life Financial since in the future they would like to make a strategic move
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