Service Improvement Plan through Repositioning of Korea Trade Insurance Corporation(K-sure) -focused on marketing strategy-

In this study, service improvement plan based on opinion surveys of experts to enhance services provided by the Korea Trade Insurance Corporation(KTIC: K-sure) are proposed. Korea Trade Insurance Corporation is an organization representing public interest. To duly carry out its dual role as a public interest entity and as a corporation, it needs to improve its marketing service quality. In particular, in order to improve its image and to strengthen its trade insurance product offerings, it needs to reposition itself to a higher dimension from its current position. In this study, expert panel survey was conducted on 4 areas: expert information, opinion on trade insurance products, opinion on image of Korea Trade Insurance Corporation and opinion on service marketing. Upon analysis of the survey, perception on service was identified based on K-sure’s specialized purpose and client differentiation per product feature. Then repositioning propositions through promotion strategy, product development strategy and interaction strategy are presented. By doing so, marketing measures utilizing trade insurance products are proposed. Expert panel survey on experts show that the most important factor when considering trade insurance policy was the security coverage. Survey question on whether current trade insurance products were tailored to small and medium enterprises(SMEs) or large corporations, 70% responded that the products were tailored to large corporations. Multi-select choice survey on reasons why utilization varies according to firm size, business size and transaction amount were accountable for the differences. Perception of corporation, number of transactions were also accountable in descending order. On K-sure’s image, experts pointed out that public image was the strongest and then ambiguous image followed. Most effective means to provide trade insurance product information were catalog sent via mail, e-mails and on-site visits by consultants in descending order.