Assesing & Positioing Al Nisr Insurance Company-Medical Service

‫‪Service Marketing‬ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
U niversity of Jordan
Faculty of Business
Department of International Business
Al Nisr Insurance Company-

Service Marketing Assessment, Evaluation,
and Positioning Case Study
Prepared by: Mera Horani
Enas Hamaideh
Services Marketing
Instructor Dr. Hani Al Dmoor
May 2010
Table of contents
Table of contents____________________________________________________3
Executive Summary__________________________________________________4
History and Background______________________________________________5
Company Profile____________________________________________________7
Financial Analysis for ALNisr_______________________________________________8
The Main Service_________________________________________________________9
Competitors____________________________________________________________11
SWOT Analysis____________________________________________________14
Positioning________________________________________________________17
Research Methodology___________________________________________________18
Positioning Map_________________________________________________________18
Analysis_______________________________________________________________21
Conclusion________________________________________________________22
Recommendations__________________________________________________22
References________________________________________________________23
Appendix_________________________________________________________24
Appendix
Executive Summary
Health insurance has become an essential commodity that most people strive to have;
especially when the government does not offer a high quality medical service and when the
insurance only includes government staff. Naturally, it becomes a necessity and a fringe
benefit for which companies attract skilled staff and encourage them to work.
A good insurance company has to provide a maximum medical service with good quality and
minimum bureaucratic procedures as we are dealing with a sensitive issue, and of course
with an acceptable price that matches the service offered, in addition to training its
employees to handle difficult situations and act friendly with their customer while managing
problems smoothly- this could help the company retain its customer satisfied.
In this paper, we examined the medical service provided by Al Nisr Insurance Company
among its competitors in the insurance sector in Jordan. It has been intended to evaluate the
service and study the degree of customer satisfaction it has achieved through the SWOT
analysis which has investigated the weaknesses and the obstacles Al Nisr has encountered
on the one hand, and its successes and strong points on the other hand.
Moreover, this paper examines the position of Al Nisr Insurance company, by evaluating four
dimensions; Quality of service, Price, Complexity of Service, and Staff Cooperation. These
dimensions have been investigated to set the company on a position map and know where it
is located among its competitors.
Our study has been based on a situational and market analysis that has been collected from
a sample of customers dealing with different kinds of insurance companies including AlNisr.
The sample comprised thirty five individuals who were administered a questionnaire that was
distributed electronically via emails and in hand and some of them were interviewed
personally, during a period of approximately two to three weeks.
Therefore, our study finds Al Nisr Insurance Company has a moderate medical service
according to its customers, and in comparison to its competitors. It has been perceived as a
high price provider and with moderate quality and low cooperative frontline officers.
Consequently, Al Nisr Insurance Company has low customer satisfaction and is positioned
as high price provider despite its high capital.
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬Service Marketing
History and Background
The Jordanian insurance sector came into existence primarily in 1946 when an
insurance agency affiliated with the Egyptian Orient Insurance Company was
established. Prior to that, insurance had been limited to insurance on letters of
credit that required cover on land or marine transport. This cover was provided
by the Ottoman Bank
through Eagle Star
Company in London. In As a result of the economic recess in late
eighties as well as the random
1956, the first
competition in a small market, in addition
Association for
to the decrease of insurance prices below
Insurance Companies the technical level, many insurance
was established as the companies faced losses which made the
authority responsible government issue the (Insurance Practice
for regulating the Monitoring Act) No. 30 for the year 1984.
sector. Article (56) of the said Act stopped the
issuance of new licenses for Insurance
During the fifties Companies. In addition, Article 6/a
period, a noticeable imposed the increase of insurance
activity in the field of
company’s capital to become 600
thousand Dinars and obliged insurance
cars’ insurance (cars’
companies to correct its status’ either by
accidents) took place
merging or by increasing the capital. All
when Jordan was forced that led to the decrease of the total
to discharge goods at number of companies to (17) local
Aqaba port which company and (1) foreign company in the
created the need for a year 1987. The situation was
comparatively stable until 1995 when law
strong sector of cars’
No. (9) for the year 1995 was issued. That
transportation. As a
law opened the opportunity once again to
result for the need of establish new insurance companies and
providing coverage in obliged the increase of Jordanian
these fields, insurance Insurance Companies’ capital.
companies were established; Jordan’s Insurance Company was established as the
first Jordanian insurance company at the beginning of the fifties period.
During the sixties period, Jordanian market witnessed an increase in the number
of insurance companies when Middle East insurance Company was established
followed by National Insurance Sharing Company. During the seventies and mid
eighties period, the sector’s status remained the same where the number of
companies increased to become (33) company, agency and branch, (23) of them
are local and the rest were branches for foreign companies. All of them were
working in a market with a volume of installments not exceeding (33) million
Dinars.
Nowadays, the insurance sector in Jordan consists of 28 licensed insurers (as of

2009 year-end), of which one is specialized in life insurance, 7 are specialized in
general insurance, and the remaining 18 are engaged in both life and general
insurance.
The 28 insurance companies in Jordan all together generate a total of JD 333

million gross premiums, up by 14.1%. The following figure shows that in 2008,
non-life premiums accounted for JD 297.2 million, up from JD 262.5 million, and
life insurance amounted to only JD 35.9 million from JD 29.2 million the previous
year. An increase in premiums of 12.7% was observed from 2006 to 2007, and
the expected gross premiums for 2009 are around JD 350 million.
Diagram A: The 28 insurance companies’ premium in Jordan
Company Profile
Al-Nisr Al Arabi Insurance Company was founded in 1976 by Societe Nationale

D’Assurances (now Allianz-SNA) and is one of the leading insurance companies in
Jordan with business activities that include the full range of Life, Medical, Marine,
Motor, Fire, Engineering, Liability and General Accidents insurances.
May 2006 witnessed a major step for Al-Nisr Al-Arabi through a Strategic
Partnership with the Arab Bank, whereby the bank acquired a majority stake in
Al-Nisr. Consequently, the new partnership created between the Allianz Group
and the Arab bank through Al-Nisr Al- Arabi is a major initiative that includes the
launching of a full Bank assurance operation in Jordan, and which promises to
propel the company into a higher level of growth and profitability.
AL Nisr Corp. dedicates its resources towards providing its clients with the finest
service at competitive terms, and rewarding its employees amid a continuous
learning and personal development environment.
Moreover, Al-Nisr has been an innovator in the local market, since the founding
of the company; ameliorating on new insurance concepts and solutions
developed in Europe. While these products are at the leading edge of new
financial solutions, Al-Nisr has been adapting these concepts to fit the needs of
the local market. In addition to providing the complete range of Non-Life
insurances, their strength lies in individual retirement and education planning as
well as employee benefit, retirement schemes, medical & borrowers’ group life
insurance.
Financial Analysis for ALNisr
Main Shareholders
Arab Bank 50.0%
Allianz MENA Holding 18.0%
Bermuda Ltd.
Sabella Family 13.2%
Mango Family 6.5%
JIF Bank 5.6%
Others 6.7%
Total Premiums
2007 2006 Change
Life 3,548,617 2,534,906 40.0%
Medical 3,046,757 2,612,315 16.6%
Marine 549,969 420,711 30.7%
Fire 859,753 923,801 -6.9%
Motors 2,965,249 2,781,329 6.6%
GTP 299,409 201,759 48.4%
General Accidents 308,079 184,876 66.6%
Total 11,577,833 9,659,697 19.9%
Balance Sheet Figures

2007 2006 Change
Total Assets 28,450,9 27,366,4 3.96%
49 45
Shareholders Equity 17,778,9 17,682,8 0.54%
63 69
Paid-up Capital 10,000,0 5,000,00 100.00%
00 0
Net Profit (after tax) 2,063,58 1,909,34 8.08%
0 1
Earnings Per Share 0.206 0.458 -55.02%
Distribution on Life 6.00% 6.00%
Portfolio/JD
Distribution on Life 4.75% 5.50%
Portfolio/USD
Dividends Per Share 15% 30%
The Main Service
Health Insurance is a financial mechanism with which people are protected
against catastrophic financial burden arising from unexpected illness or injury.
Having a well functioning insurance system ensures pooling of resources to cover
risks. Thus, medical insurance is the second largest segment of the insurance
sector in terms of premiums, comprising 16.6% of the total insurance service in
Jordan. Estimates by the Ministry of Health state that around 78% of the
population is covered by health insurance.
Health insurance is divided into two major categories as provided by the public
sector and the private sector. The public sector has tended to dominate the
provision of health care and coverage, through the Ministry of Health, the Royal
Medical Services, and the Jordan University Hospital. However, the private
health sector comprises private insurance companies, self-insured companies,
and third party administrators. These tend to deal primarily with private sector
physicians and hospitals. Private insurers typically determine premiums based on
age, sex, and medical history on an individual basis. Their health insurance
policies are designed to control costs and risks by excluding many treatments
and illnesses from their cover.
The Marketing of health insurance policies involve unique practices when

compared to marketing of any other product. Health Insurance policies are
services and hence intangible in nature. So there is no immediate chance of
realizing the services whether good or bad. It is the sales force to struggle much
to convince the buyers in all respects before materializing a contract.
In regard to the factors affecting the insurance service, it can be classified into
personal, social, economic, psychological and company related variables. If the
health insurance industry wishes to pull its weight in shaping this huge market, it
needs to analyze the major factors influencing the purchase of health insurance
policies, With competition growing endlessly, insurers need to be in the
continuous process of product innovation come up with innovative ways to
contribute toward implementing the government’s priority of offering health
insurance to poor.
Al Nisr Corp. offers a variety of insurance services that start from personal
insurance, retirement planning to education plan, personal accident plan,
medical plan, travel insurance, life insurance, cargo, engineering and money
insurance, and banc assurance. However, in this paper we are interested in
evaluating the “medical insurance” service offered by AL Nisr corp. in matter of
the insurance market in Jordan.
The following diagram shows the main insurance services offered by the
insurance sector in Jordan with detailed explanation referring to each insurance
company in the Jordanian market.
Diagram B: Insurance Services in Jordan by Companies
Competitors
The following paragraph is specially presented to clarify the main competitors for
AL NISR insurance company based on a financial ranking with a brief about each
company in regard to its establishments and financial situation. The five main
and huge insurance companies are provided below according to their size of
capital based. The five companies are ranked as follow; Jordan Insurance
Company PLC (JOIN), AL NISR Insurance Company, Middle East Insurance (MEIN),
Arab Orient Insurance (AALI), and Jordan International Insurance (JIJC).
Jordan Insurance Company PLC (JOIN)
Jordan Insurance Company was established in 1951 as a public shareholding

company with a paid up capital of JD 100,000. In 1958, JOIN began branching out
into Kuwait, Saudi Arabia and the United Arab Emirates, and currently operates
with seven branches in the region. JOIN owns the Arab Mashriq Company for
Insurance, which was established in Bahrain for the purpose of managing the
Company’s branches in the Gulf states. However, this company has not
performed any commercial activities to date.
JOIN’s operations include all branches of insurance. In 2005, it raised its paid up
capital to reach JD 20 million, and once again in 2006 to JD 30 million. The
following diagram highlights its financial situation.
Net Income 2006 JD 1,468,083

Net Income (30/06/2007) JD 1,752,080
Share Price (30/09/2007) JD 2.75
Market Capitalisation JD 82,500,000
(30/09/2007)
Earnings per Share 2006 JD 0.049
Earnings per Share JD 0.058
(30/06/2007)
Forward P/E (times) 23.54x
Trailing P/E (times) * 56.12x
Trailing P/BV (times) * 2.89x
Middle East Insurance (MEIN)
Middle East Insurance was established in 1963 as a public shareholding

company. The company raised its capital several times over the years, with the
latest increase occurring in April 2007 through capitalizing a portion of the
retained earnings to increase the capital from JD 15 million to JD 18 million. The
Company offers all forms of insurance and reinsurance. The following diagram
illustrates its financial situations;
Net Income 2006 JD 4,026,156
Net Income (30/06/2007) JD 734,073
Share Price (30/09/2007) JD 2.57
(30/09/2007)
(30/06/2007)
Arab Orient Insurance (AALI)
Arab Orient Insurance Company was established as a public shareholding

company in 1996, with an initial paid up capital of JD 2 million. This was
increased over the years to reach JD 10 million. The Company offers all types of
general insurance services. AALI is a subsidiary of the Jordan Kuwait Bank, which
has a 65.7% ownership in the Company. The following diagram illustrates its
financial situations;
Net Income 2006 JD 1,313,636
Net Income (30/06/2007) JD 1,223,564
Share Price (30/09/2007) JD 3.50
(30/09/2007)
(30/06/2007)
Jordan International Insurance (JIJC)
Jordan International Insurance (JIJC) was established as a public shareholding

company on January 7th 1996. The Company’s operations include all forms of
insurance and reinsurance. JIJC has two subsidiaries; The Jordan International
Investment Company and Ibda’ for Financial Investment, a Jordanian brokerage
company. The Company’s paid-up capital amounts to JD 20 million. The following
diagram illustrates its financial situations;
Net Income 2006 JD 3,528,651

Net Income (30/06/2007) JD 1,135,526
Share Price (30/09/2007) JD 1.60
(30/09/2007)
(30/06/2007)
SWOT Analysis
Each company not matter what it is operating faces challenges in its market, and
has core strengths that elevate and help it better run its business and overcome
any possible threats. Yet, the Jordanian market is expanding and thus offering
new opportunities for businesses. The following SWOT analysis shows the
increases of weaknesses, threats, and competition.
The points below summarize the strengths, weaknesses, opportunities, and
threats that faces AL NISR insurance company.
Competitive strength Main term

AL Nisr joined the Arab Bank in a business alliance. Business alliance
The Arab Bank; being the hugest and largest bank in
Jordan. This implies a financial strength and
monetary stability.
Good supply of well-educated and trained staff- HR personnel

technical know-how.
Wide coverage Distribution
Innovation, AL Nisr is always inventing new services Innovation &

development
to its customers. Bearing in mind, the importance of
creating new opportunities through innovation.
Al-Nisr policy is based on a vision of participating in Community

service
the development of Youth. For example, Al-Nisr
supported the "Habitat for Humanity" program
through improving the living conditions of the
unfortunate families and securing small homes for
them.
Applying the method of creating a customer value Technology

through an e-service offered to receive complaints
and inquiries of the customer through the company’s
website.
Weaknesses Main term
Lack of strong regulatory Government
framework
Sector earnings highly dependent Economical situation

on stock market performance
Insurance companies are selling Competition

almost the same products, and
competition is mainly focused on
price. Accordingly, many
companies compete solely over
price; therefore, margins have
declined to an extent that many
companies are unable to cover
their expenses or even in some
instances are operating at a loss.
The pressure to lower prices is
leaving many companies
unprofitable.
Opportunities Main term

Awareness of importance of Customer Awareness
insurance is increasing. Companies
and employees are acquiring the
importance of having health
insurance and this is not
considered anymore a fringe
benefit, it’s becoming more a main
part of taking the deal of a job.
Population is growing Market share
New developments in IT allowed AL IT
Nisr to explore new and economic
methods of distribution such as
Bancassurance
Growing disposable income of Increase in income
society may increase the market
density, since the average person
will earn more money and be able
to spend more on insurance
products.
‫‪Cross-border expansion into‬‬ ‫‪Globalization‬‬
‫‪neighboring markets can facilitate‬‬
‫‪growth.‬‬
Threats Main Term
Economic slowdown Economical situation
Availability of international Competition

insurance companies in Jordan
increases competition
Government’s regulations and Government’s regulation

possible increase of tax laws
imposed on the insurance
companies.
Negative impact of local and Economical situation

regional economic downturn,
including, increased moral hazard
and increased cost of claims,
increasing reinsurance costs and
tough terms and conditions. It is
known that moral hazard, fake and
fraud claims, increases when
businesses get down or
unprofitable.
Positioning
Falling in love! As entrepreneurs, they do it every day. The passionate belief in,
and commitment to the product (or service) makes all things seem possible. The
most successful entrepreneurs learn to transform their passion into position.
Positioning is how a product appears in relation to other products in the market.

It is the perceptual location. It's where the product or service fits into the
marketplace. Effective positioning puts the company’s product first in line in the
minds of potential customers.
As individuals, we continually position ourselves. The responsible older sibling,

the class clown, a super genius are all examples of positioning. These identifiers
help us define ourselves and distinguish our abilities as unique and different from
other people.
Thus, positioning is a powerful tool that allows the company to create an image.
And image is the outward representation of being who it wants to be, doing what
it wants to do, and having what it wants to have. Positioning can lead to personal
fulfillment. Being positioned by someone else restricts the choices and limits the
opportunities. In order for the customer to pick ONLY this company’s service.
That's why it's so important for entrepreneurs to transform their passion into a
market position. As competition rises where the concept “competition
intelligence” arises, the need for positioning becomes integral. As a matter of
fact, if you don't define your product or service, a competitor will do it for you.
Your position in the market place evolves from the defining characteristics of
your product. The primary elements of positioning Al Nisr Insurance company
are:
 Price; it tackles the service offered by the company; whether it matches

the cost of the service and the quality offered.
 Quality; it implies the benefit offered in return for the price paid. Does it
achieve satisfaction for the customers?
 Complexity of Service; it tackles the process of handling and offering
the service. In addition, it entails the whole medical experience starting
from essential treatment to commodity treatment and urgent issues;
whether they are being handled smoothly.
 Staff cooperation; it deals with the frontline staff who take care and
handle angry customers and deal with urgent issues faced by the
beneficiaries and handle customer’s inquiries.
Research Methodology
Type and Nature of the study: The purpose of our study is analytical and the
unit of analysis is customers dealing with Al Nisr Insurance Company and its
competitors. The study setting is a field study since it has been collected
naturally without any interference from the researcher. The time horizon for the
study is a cross-sectional one as data were gathered once.
Sample: a sample of a thirty five individuals who have been customers of -Al Nisr
Insurance Company and its competitors- in different kind of sectors in Jordanian
companies have filled our questionnaire. These fifty individuals have been
chosen randomly composing a sampling design; where each of the fifty
individuals will have an equal chance.
Positioning Map
This part of the study aims at defining the medical insurance service position at
Al Nisr insurance company among its competitors in the market. A useful way to
represent consumer perceptions of alternative products in visual format.
Therefore, we will be designing a four dimensions model.
The first diagram will constitute of two dimensions to be studied solely; price and
quality, in addition to another diagram that will study the staff cooperation and
the complexity of service. And the third diagram composes a fully summarized
chart for the four dimensions; explaining the position of each company on the
four previously mentioned aspects.
Naturally, since we are studying and assessing Al Nisr Insurance Company, then we are
interested to know its position in the insurance market; considering the four dimensions in
the medical services provided. This relationship is schematically diagramed in the fourth
chart.
Diagram C: Map Position in regard to Price and Quality of Service
‫‪Diagram D: Map position in regard to Complexity and Staff Cooperation, Price,‬‬
‫‪and Satisfaction in the insurance market.‬‬
Analysis
We have used a questionnaire of eighteen questions to study and evaluate the medical
insurance service provided by Al Nisr Insurance Company. The questions have been
addressed to thirty five beneficiaries. It aimed at investigating the quality of service offered
by the provider, the level of satisfaction among they hold to their provider, the flexibility and
responsiveness of steps in handling any problem faced by the customer, and the
questionnaire had also examined the difference between Al Nisr Insurance Company and its
competitors in the eyes of the customers and according to their perceptions.
In analyzing the data; we have rated the degree the degree of satisfaction in a percentage
provided by the customers between (0-100%), as for the price it has been rated in a three
degree scale ranging from low to high and moderate; which have been scaled as follows
( low= -3, moderate=0, and high =3), the degree staff cooperativeness has been rated on a
scale of four as follows (high = 3, moderate =0, very high=6, very low=-3), and finally the
degree of service complexity has been rated on a scale of three as follows (low=-3,
moderate=0, and high = 3). All these numbers have been studied and analyzed using the
MS-Excel program and the data has been analyzed to come up with the following outcomes;
Al Nisr Insurance Company has been rated by its customers as a low insurance provider;
since its level of service scored 52% among the other competitors who have scored between
80-100% except for German Insurance Company. As for the price offered, Al Nisr Insurance
Company is perceived as an expensive service to afford in comparison to other companies.
However, it should be born in mind that such results vary from one person to another
considering the social status, the living conditions, and the percentage of income per each
customer; some may perceive the service provider as high because their net income is
approximately moderate compared to others. Regarding the complexity of the service and
the bureaucratic steps-especially in urgent situations- the customers have rated Al Nisr
Insurance Company as a moderate complex service in comparison to other insurance
providers who mostly scored 2 or 1 on the scale. Finally, Al Nisr Insurance Company has
been rated and distinguished itself in the communication field; where its frontline staff are
perceived moderately as cooperative and friendly team who are very responsive to urgent
situations facing the customers and always offer solutions that meet the customers’
expectation and solve their problems. The company has been rated as moderate in regard to
this aspect compared to other companies who actually have exceeded the high expectation
with scores reaching 7 and 8 degrees on the scale.
Conclusion
The insurance sector in Jordan is still a niche market; especially when speaking of private
medical insurance providers. As Jordan is a developing country and considering the living
conditions, the income, and the economical situation the insurance sector keeps struggling
to differentiate itself and its position.
Despite the fact that assessing a service that is absolutely intangible is quite a challenge, but
we have been able to connect the evaluation with sensible and material factors such as the
staff cooperation, the price, and the procedures needed to proceed in order to have the
service. Thus, we have evaluated Al Nisr Insurance Company as a moderate medical
service provider among its competitors who actually have more satisfied customers.
We have noticed after the questionnaire and evaluating the results that Arab Orient
Insurance Company achieved the highest satisfaction level among its customers and that
most of Al Nisr Insurance Company beneficiaries have shifted to Arab Orient.
Recommendations
Insurance companies should bear in mind that giving one bad experience that faces the
customers; usually in urgent situations, will cause the customer to withdraw and leave the
company unsatisfied. And since we are talking about a service, insurance companies have
to pay attention that word of mouth in “angry” cases would cause a damage that is very hard
to recover and will certainly cost the company more than it would if it had to offer better
service. Speaking of which, we believe that the staff cooperation and the complexity of the
process play a vital role in the medical service in specific; because people act emotionally in
such situations and they might perceive the service provider as merciless if he did not
cooperate. As a matter of fact, a customer would disregard the price being high if the latter
aspects were more simplified.
We believe that Al Nisr Insurance Company has the potential to perform better; having big
customers as the Arab Bank for example provides it with a competitive advantage among
other insurance provider, it has to take better care of its beneficiaries and offer them high
quality services with minimum bureaucratic procedures and maximum communicative and
skilled frontline staff; who should act as saving angles for their customers. A company has to
bear in mind that dealing with patients requires more attention and sensitivity. This way, Al
Nisr Insurance Company can easily achieve customer satisfaction.
References
 Kammash. T.( 2007). Insurance Sector of Jordan; published informational

report, ABC Investement Corp.
 Saleh. A., & Zeitun R. (2006). Insurance Company Performance in the
Middle East. University of Wollongon.
 Manivannan L. & Kumar S. A. (2007). A Study on Marketing Problems and
Prospects of Health Insurance Policies in Coimbatore District. University,
Tirunelveli.
 IBID. (2008). Jordan Insurance Commission, Jordan Insurance Business
Annual Report. {Online} available http:// www.irc.gov.jo
 Nicolaides. (2009). Summary Rating Rationale. Arab Bank Plc.
 JOIF. (2007). Historical Background. {online} available http://www.joif.org/
 Al Nisr. (2010). Company profile {online} available http://www.al-nisr.com/
 ASE. (2010). Financial statement {online} available www.ase.com.jo
 JIIG. (2010). Company profile {online} available http://www.jiig.com/
 JIC. (2010). Company profile {online} available http://www.jicjo.com
 Arab Orient. (2010). Company profile {online} available
http://www.araborient.com/
 Middle East Insurance Company. (2010). Company profile {online}
available http://www.meico.com.jo/
Appendix
Questionnaire
Introduction to respondent
This survey is part of a marketing research for assessing Al Nisr insurance

company as study case for a service company. Please respond to all the
questions, as your answers will greatly help us achieve our goals throughout this
study. All the information and data collected will be used for the sole purpose of
this research. This survey is anonymous and your privacy is guaranteed.
Please put an (X) in the square that best suits your response:
Neutra Disagre
Statement Agree
l e
1. I join medical insurance voluntarily
2. I am concerned about moderate prices

more than quality
3. I chose Al Nisr among many other

companies
4. I prefer to join a well established

company
5. I prefer to join a local company rather

than an international company
6. The price I pay for the service I get is fair
7. The company’s front line officers always

respond to my questions and inquiries
8. The company always updates its

communication list to include new
medical institutions, physicians, and
pharmacies.
9. The company keeps me updated with its

recent changes and offers
‫‪10.I prefer to be a customer for Al Nisr more‬‬
‫‪than being with any other insurance‬‬
‫‪provider‬‬
‫‪Interview‬‬
‫‪You are kindly requested to fill in the following questions; based on your‬‬
‫‪experience with the service provider.‬‬
‫?‪1. What is the insurance company you are dealing with‬‬

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‫?‪2. For how long have you been dealing with this company‬‬
‫?‪3. What is the previous company you have been dealing with‬‬
‫?‪4. To which degree are you satisfied with the current insurance company‬‬
‫)‪(%‬‬
‫‪5. Does the insurance company provide a complete package of medical‬‬

‫?‪services; including dental, surgical, and cosmetic‬‬
‫‪6. How can describe the quality of service in regard to quick response to‬‬
‫?‪urgent issues‬‬
‫?‪7. How can you evaluate the complexity of the service process‬‬
‫‪8. Do you perceive the front line employees at the insurance company‬‬
‫?‪cooperative‬‬
Abbreviations
 AO = Arab Orient Insurance

 NH= Nat Health Insurance
 JFECO= Jordan French Insurance Company
 JRM= Jordan Royal Medical
 MN= Med Net Insurance
 CM= Crown Medical Insurance
 JIC= Jordan Insurance Company
 EAI= Euro Arab Insurance

Assesing &amp; Positioing Al Nisr Insurance Company-Medical Service

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Assesing &amp; Positioing Al Nisr Insurance Company-Medical Service

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Department of International Business

Al Nisr Insurance Company-

Prepared by: Mera Horani

Instructor Dr. Hani Al Dmoor

Nowadays, the insurance sector in Jordan consists of 28 licensed insurers (as of

The 28 insurance companies in Jordan all together generate a total of JD 333

Diagram A: The 28 insurance companies’ premium in Jordan

Al-Nisr Al Arabi Insurance Company was founded in 1976 by Societe Nationale

Balance Sheet Figures

The Marketing of health insurance policies involve unique practices when

Diagram B: Insurance Services in Jordan by Companies

Jordan Insurance Company PLC (JOIN)

Jordan Insurance Company was established in 1951 as a public shareholding

Net Income 2006 JD 1,468,083

Middle East Insurance was established in 1963 as a public shareholding

Arab Orient Insurance (AALI)

Arab Orient Insurance Company was established as a public shareholding

Jordan International Insurance (JIJC) was established as a public shareholding

Net Income 2006 JD 3,528,651

Competitive strength Main term

Good supply of well-educated and trained staff- HR personnel

Wide coverage Distribution

Innovation, AL Nisr is always inventing new services Innovation &

Al-Nisr policy is based on a vision of participating in Community

Applying the method of creating a customer value Technology

Sector earnings highly dependent Economical situation

Insurance companies are selling Competition

Opportunities Main term

Availability of international Competition

Government’s regulations and Government’s regulation

Negative impact of local and Economical situation

Positioning is how a product appears in relation to other products in the market.

As individuals, we continually position ourselves. The responsible older sibling,

 Price; it tackles the service offered by the company; whether it matches

Diagram C: Map Position in regard to Price and Quality of Service

 Kammash. T.( 2007). Insurance Sector of Jordan; published informational

This survey is part of a marketing research for assessing Al Nisr insurance

1. I join medical insurance voluntarily

2. I am concerned about moderate prices

3. I chose Al Nisr among many other

4. I prefer to join a well established

5. I prefer to join a local company rather

6. The price I pay for the service I get is fair

7. The company’s front line officers always

8. The company always updates its

9. The company keeps me updated with its

‫?‪1. What is the insurance company you are dealing with‬‬

‫‪5. Does the insurance company provide a complete package of medical‬‬

 AO = Arab Orient Insurance

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