| The objective of this study is to determine or analyze the competitive strategy that adopted by PT. Asuransi Central Asia in the face of competition and achieve and maintain or expand the business competition. This research is uses method of study cases which one method of research is to fully examine and do deeply of the various variables of competitive strategy, industry analysis, and generic strategies. There are several data collection techniques that done by such as by way of interviews to the corporate management and external companies side, as well as from the company’s production data. The source of data in this study, especially the primary data is obtained from direct interviews with various corporate management and articles related to the problem that being studied in order to obtain complete and actual information, as well as secondary data is obtained from internal company data. The results of research is indicated that PT. Asuransi Central Asia is implemented the strategy of differentiation in product and innovation of service in order to face the fierce competition. Currently PT. Asuransi Central Asia has the superior product of motor vehicle insurance in coherent with the trends and lifestyle of the community and through the activities undertaken by the company (support activities and primary activities) that capable to creating and / or to support the value or competitive advantage of PT. Asuransi Central Asia through the implementation of the strategy of differentiation. |