Abstract
The purpose of this study is to discuss the opportunities and threats in the general insurance industry. Departing from the idea that competition in today's business world is getting tougher, every business actor needs to implement an appropriate and effective strategy so that the company continues to exist and even grow. An organization without a strategy, is like doing business without direction, there is no clear identification of ways to achieve goals. So that the success of victory which is the ultimate goal is difficult to achieve. Success is the fruit of strategic planning that is mature, measurable and reachable based on the facts of the resources available in the team and the challenges faced in competition. Thus, in the business world, the application of strategic management inevitably plays an important role for the success of the company. By combining opportunities and threats from the external business environment with the company's internal strengths and weaknesses, a corporate strategy will be created that is responsive to its business environment. So that the company is expected to be able to win market competition and achieve sustainable performance. The writing closed with conclusions and suggestions for further research.
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