Strategizing in the Supplemental Insurance Industry: Niche Clarification or Additional Internationalization

This decision-based case discusses what strategic direction Aflac should take as it emerged from the worst of the global pandemic. While Aflac remained a highly successful, innovative company, it faced challenges such as declining sales, clarifying consumer misconceptions of the firm, developing an integrated marketing campaign to highlight its growing diverse product portfolio, and figuring out how to successfully launch international operations beyond the profitable Japanese market. As such, the firm faced two key questions: Could an integrated domestic marketing strategy be used to reduce consumer confusion and stimulate sales of its lesser known products? And, was it time for the firm to launch their niche supplemental insurance products in a new global region and if so, what country or region would be the best option and why?