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Sunlife Financial

Content

1. Introduction

1.1 Problem statement
1.2 Background, Vision, Mission and Values

2. Internal analysis
2.1 SW analysis
2.2 Competencies

3. External analysis
3.1 OT analysis
3.2 Porter’s five-forces analysis

4. Recommendations

5. Implementation for the recommendations

6. International Strategy

7. Our choice of the first city to enter

8. Conclusion

9. References

Sun Life Financial

-Entering the Chinese market-

1. Introduction

1.1 Problem statement

In this paper we wish to analyze the internal and external environments of Sun Life Financial in order to make some suggestions for developing its business in the China insurance industry. The suggestions should end up in formulating a concrete international strategy for Sun Life Financial on the Chinese market. Our analysis will be based on different models and methods covered in the course of Strategic Management.
After the formulation of the international strategy we wish to make a suggestion on which Chinese city first to enter.

1.2 Background, Vision, Mission and Values of Sun Life Financial

Background:
Sun Life Financial is one of the biggest insurance companies in Canada which established in 1865. And by its’ internationalization process, it became one of the biggest insurance companies and asset management companies in the world. It provides a huge range of products and services which include saving, retirement, health insurances etc, served above billions individual investor and thousands of institutional investors around the world. Till 2007, the total asset of the Sun life Financial is above 425 billion Canada dollars.

Vision: “To be an international leader in protection and wealth management”
Mission: “To help customers achieve lifetime financial security”
Values: - Integrity
- “We are committed to the highest standards of business ethics and good governance”
- Engagement
- “We value...