Aflac Expansion Strategy: Product Clarification or Increased
This decision-based case discusses what strategic direction Aflac should take as it emerges from the worst of the global pandemic. While Aflac remained a highly successful, innovative company, it faced challenges such as clarifying consumer misconceptions of the firm, developing an integrated marketing campaign to highlight its growing diverse product portfolio, and determining how to launch international operations beyond the profitable Japanese market successfully. As such, the firm faced two key questions: (1) Could an integrated domestic marketing strategy reduce consumer confusion and stimulate sales of its lesser-known products? and (2) was it time for the firm to launch its niche supplemental insurance products in a new global region, and, if so, what country or region would be the best option and why?
After completing this assignment, students will be able to:
1. Debate the advantages and disadvantages of enhancing marketing domestically, expanding internationally, or attempting both simultaneously.
2. Analyze the causes of international expansion struggles.
3. Describe how to evaluate the interests of critical stakeholders (i.e., customers, employees, shareholders) when making strategic marketing decisions.