You are members of the strategic development group of one of the largest insurance company. The company has been successful for decades in selling auto insurance through twenty thousands of captive agents nationwide. Agents can independently purchase leads from any online lead generators. To reduce cost and improve coordination, the company recently has started to buy leads from a major lead generating aggregator and distribute the leads to its agents.
the top management has charged your group to analyze and develop strategies for the next five to ten years in regards to comparison shopping and online operations.
After analyzing information from all sources, your group identifies three possible strategic choices:
1. Phase out lead purchasing and disallow comparison shopping sites from displaying any information about the company.
2. Participate in comparison shopping. This includes obtaining leads from aggregators and allowing them to display our information (e.g., quotes) along side with competitors.
3. Provide comparison shopping service on our own website. Do this under either our own brand or a separate brand.
Discussion and comparison of each strategic choice