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Case Study: Amana Takaful

1629 Words7 Pages

Amana Takaful is a subsidiary company of Amana Organization (PLC). Amana Takaful is a general insurance company which was incorporated as a public limited company in 1999 in Sri Lanka with technical collaboration from Takaful Malaysia, the company is listed in the Colombo Stock Exchange since 2006, Amana Takaful has expanded its geographic foot print through 25 branches in the country. The company is a middle scale business entity having an annual turnover around 103.01 million and there are 358 employees working for the company.
The ranges of services provided by Amana Takaful General Insurance are as follows
General insurance
Amana Takaful total drive motor insurance, Amana Takaful marine insurance, Amana Takaful home insurance, Amana Takaful …show more content…

Cross functional relationship exist in this organization because of the main goal to achieve synergy by working together
Amana Takaful believes that working collaboratively and cooperatively increase the synergy level in the organization. There are several cross functional relationship in Amana Takaful, among them on is for a new marketing campaign. A cross functional team is formed consisting experts from finance department, marketing department, sales department and IT department where they will take their own decisions.
Second cross functional relationship is for service improvement. To meet customer expectations and achieve higher customer satisfaction rates, Amana Takaful needs to understand what customers are looking for. The marketing department is responsible for gathering that type of data. Operation staff members have expertise in how to design the process for delivering a service. The human resource department overseas training and new skills development and finally the accounting and finance department needs to identify any new …show more content…

Role of marketing in understanding the emotional and physical elements of customer expectation is the first step in the marketing process which refers to “identifying” in the definition given above. This role of marketing helps Amana Takaful to overcome the problem of what customers think what they actually want and their psychological behavior, it also helps to introduce and implement new marketing strategies.
Amana Takaful marketers use various tools to learn customers’ needs and how to add value through marketing activities. Marketing department uses various types of tools such as traditional media (billboards, banners, and newspapers), digital media, surveys to identify customer ideas and suggestions on current services. Online surveys are carried on with current customers to identify emotional and physical expectations once in 3 months since the customers’ needs and expectations changes

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