Have you bought a new car and want to buy car insurance? In that case, NRMA insurance could be the best choice for you. NRMA (National Roads and Motorists' Association Company) is a strategic business unit in Australia, with more than 2.6 million members across the Australian Capital Territory and New South Wales. The company provides insurance services such as international driving permits, motoring advice, and motoring advice to its broader community. Due to the unique strategic business utility, marketing students often get assignments related to NRMA case studies. Case studies are usually tricky to compose as they require theoretical knowledge and practical expertise. Moreover, marketing case studies contextualize standard marketing practices.
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NRMA is the largest Member organization in Australia that has kept people moving for more than 100 years, offering roadside assistance with assured quality. The NSW branch of the National Roads Association was established in February 1920, and in 1923 it became NRMA. Since its establishment, the brand has looked for ways to enhance the road conditions for motorists and automobile users. Besides caring for its members, the company also supported the motorist community. In 1982, NRMA Insurance worked with the NSW government to enhance road safety by introducing random breath testing. In 2001, the company worked hard to reduce the fuel excise, saving almost 10 cents per litre of petrol.
NRMA works under a parent company, Insurance Australia Group Limited (IAG), with general insurance groups operating in Thailand, Australia, New Zealand, and Vietnam. IAG was founded in 1925 as a multinational insurance company that has expanded substantially to incorporate several other well-known brands and become an umbrella organization. NRMA Insurance is a service-oriented company, and thereby, it does not offer any running products within the marketing segments.
NRMA provides a variety of road safety programs and initiatives. Out of these programs, NRMA runs a Science and Road Safety program in primary schools. NRMA created this program and ensured its implementation in various schools in Sydney. The science shows are presented by the science professionals working on a contractual basis with NRMA. The program's primary aim is to use science to demonstrate and convey crucial road safety messages, such as the importance of wearing seatbelts and bicycle helmets to the younger population. Parents are also invited to attend the shows to learn more about the ways of keeping their children safe.
Considering the political factors, the marketing segments where NRMA insurance works are politically stable. Generally, the Australian political environment is stable. There is no civil unrest in the country that has enabled the IAG business unit to function in the growing market and economy with low inflation rates.
In 2016, the Australian economy boosted by 2.5 per cent in terms of GDP and a much more substantial growth was expected in 2017. Generally, the stable economy of Australia allows several businesses to thrive. This results in a higher employment rate in the country that enables the employees to avail different categories of insurance provided by NRMA insurance because of several premium offers and affordability.
The service line of NRMA insurance considers the cultural and demographic aspects of the market where it is operative. For example, NRMA considers the culture of the NSW region, where people are fond of fishing and boating. NRMA has efficiently positioned itself within this market by considering the requirements and understanding of the consumers, which influences the consumers to insure their property. That's why NRMA offers them boat insurance.
Technology largely influences the success story of NRMA insurance. The company has conducted technological research to know the marketing status of its products and services in the marketing segments where the organization operates. Social media websites like Twitter and Facebook are some of the technological tools employed by the company to advertise and market its products. The strategic business unit has also introduced mobile apps that the customers can download on online platforms such as the Apple store to keep them updated with the latest offers.
Several external factors such as weather, climate and geographical setups of the operative sites influence how NRMA insurance establishes its premium on various service lines. Let's take the example of geographical location. Clients living in regions prone to natural disasters such as earthquakes and tsunamis are charged more in life, home, and business insurance.
NRMA insurance appraises both the internal and external dimensions of Australian legal policies. Considering the internal factors, the organization ensures that its employees abide by the rules and regulations enlisted in the company charter. The external sides of the legal policies ensure that the company abides by the labour and consumer laws, which are described in the Australian constitution.
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