Investigating the effect of competitive intelligence on the sale of insurance products, a case study of Iranian insurance sales representatives in Kermanshah province

Dissertation for Master Degree (M.Sc)

Treatment: "Insurance"

Chapter One:

Research Overview

1-1- Introduction

Given the growing competition between companies, how their approach can play an important role in their success or failure in this field of start-up companies that They have just entered the competition market, they are more at risk, so it is necessary for them to start the competition with prior knowledge to have a better chance of winning. For this purpose, by using competitive intelligence, the probability of winning in competitions can be increased (Momini et al., 2019, p. 1)

Nowadays, organizations consider knowledge as the most valuable and strategic resource for themselves, and they believe that in order to maintain their competitive position, they must manage their intellectual capabilities. Therefore, organizations will be successful that allocate a greater share of organizational knowledge. In today's technological environment, gathering information from competitors is not a problem. The general market can be gathered from countless sources (Chavoshi, 2010, pp. 1, 2).

Competitive intelligence is a relatively new approach to the functional and strategic decision-making processes of companies and organizations. Competitive intelligence is helped by many other indicators such as economics, marketing, military theories and strategic management. Competitive intelligence gained fame and reputation in 1980, and Porter's work was one of the first frameworks. that intelligence can be used for strategic decision-making by organizations (Odendal et al., 2004). One reason for the emergence of this knowledge is the explosion of information that was created by the increase of information and reflection in the proliferation and dissemination of global business databases. Among other reasons for the growth of this science, perhaps the nature of the time we live in; The time of great global political and social changes, increased speed of business, increased global competition, more aggressive competition and rapid technological changes (Momini et al., 2009, p. 1). On the other hand, having and maintaining competitive power requires information more than anything. In fact, information is considered as one of the important items of strategic assets and marketing tools. Therefore, in this situation, competitive intelligence helps these companies to make informed decisions about all their affairs, including marketing, research and development, investment, and business strategies. Competitive intelligence is a continuous process that provides usable information to the decision-maker (Taovperskad, 2000).

The main goal of competitive intelligence is to obtain data and information about the environment of competitors and the market. Therefore, effective competitive intelligence not only requires information about other environmental trends such as industry trends, legal and regulatory trends, international trends, technological developments, political developments and economic conditions (Margaret, 2003).

Although the focus of competitive intelligence is on decision-making, its scope is wide and includes research on issues such as competitors' capabilities, analysis of alliances or joint ventures with competitors, competitors' future plans, market strategies or pure product lines, reasons for transformation in companies or the strategy of business units. Currently, not only large companies but also many small businesses benefit from the benefits of competitive intelligence. Many of these companies use competitive intelligence to gain a share of the market and gain the share of unknown competitors. Solutions for it

- Knowing the weakness of competitors and knowing a way to threaten them

- Knowing the weakness of the company that competitors may use this opportunity and providing steps and movements to eliminate them (Norai, 2011, 4-3). Considering that insurance companies, like other companies, have a good potential in the field of competitive intelligence, therefore, scientific and organized research has not been done for insurance, and this need is further strengthened.. Considering that insurance companies, like other companies, have good potential in the field of competitive intelligence, therefore, scientific and organized research for insurance has not been done, and this further strengthens the need for this research to be carried out.

According to the above, this research aims to examine the impact of competitive intelligence on the sale of insurance products.

3-1- Importance of the topic

In recent years, competitive intelligence has become one of the important concepts of management and the culture of leading companies. It is tangled. Today, organizations that have a deeper understanding and evaluation of their field of activity and provide themselves with more competitive advantages will be the winners in the competitive environment. In today's world, characterized by rapidly growing markets, relying on old information leads to a reduction in insight and loss of opportunities for the organization. Tomorrow's success in the field of business belongs to those organizations that have more insight and information about themselves and the competitive environment. Information is considered as one of the important items of strategic assets and marketing tools (Kotler, 1379, 52).

Collecting and evaluating information about competing companies plays a vital role in formulating strategies. The more information a company can obtain from competing companies, the more likely it is to formulate and implement effective and successful strategies. Therefore, tracking, understanding and reacting to competitors is considered as a special aspect of marketing activities, and it is necessary for companies to implement an effective program called competitive intelligence (David Freder, 2019, 240).

Iran's insurance industry is also moving towards becoming more competitive in recent decades.  The competitive arena in the insurance system is becoming complex and difficult and in the future market predictions, it depicts a more complicated situation. This is where if the competitive arena and rational and conscious solutions are not paid attention to, they will gradually be eliminated from the competition scene. Therefore, it is necessary for all insurance companies to pay special attention to the marketing and market research department.

A) Paying attention to competitive intelligence among employees and sales representatives of insurance companies can increase the potential of human resources in the direction of realizing strategies and vision.

b) If competitive intelligence is implemented among the employees, sales representatives and market finders of Iran Insurance Company, it can be effective in increasing productivity and increasing sales.

C) The results of this research can focus the attitude of insurance company managers on competitive intelligence and its necessity in order to promote it in allocating budgets and facilities, and develop an expansion strategy.

4-1- Research objectives

1-4-1- General objectives

Investigating the impact of competitive intelligence on insurance product sales

2-4-1- Partial objectives:

1) Determine the relationship between market awareness and insurance product sales

2) Determine the relationship between competitor awareness and insurance product sales

3) Determine the relationship between technology awareness and insurance product sales

4) Determine the relationship between awareness of strategies and social issues and insurance product sales E

3-4-1- Practical objectives

This research, by investigating the effect of competitive intelligence on the sales of Iranian insurance agents in Kermanshah province, aims to improve the performance and productivity of the researched organization as much as possible and, as a result, provide better services to the society. Does it have a significant effect?

2-5-1- Sub questions:

Is there a significant relationship between advertising from the market and sales of insurance products?

Is there a significant relationship between awareness of competitors and sales of insurance products?

Is there a significant relationship between awareness of technology and sales of insurance products?

Is there a relationship between awareness of strategies and social issues and Does the sale of insurance products have a meaningful relationship? 6-1- Research hypotheses 1-6-1- Main hypothesis Competitive intelligence has a significant impact on the sale of insurance products. The impact of competitive intelligence on the sale of Insurance products Case Study: Iran Insurance Agents in Kermanshah Abstract: Study the relation competitive intelligence products impact sales of insurance by insurance agents of Iran's Kermanshah Province.

The research methodology is descriptive-correlational research.