Sunlife

Sun Life Financial: Entering China

In Partial Fulfillment of the Requirement in

MBA 2018: Business Management

6:00 – 9:00PM (Thursdays)

Presented to

Dr. Melanie B. De Ocampo

Professor

By:

Christine R. Cueva

Therese Regla-Marie Y. Espina

January 26, 2012

I. Statement of the Problem

What is the best way to organize Sun Life Financial’s entry into the Chinese market?

* Which geographical market area (City) to operate?

* What strategy to use?

II. Objectives

* To know whether Sun Life Financial is internally ready to enter the Chinese market.

* To investigate whether Sun Life Financial has the resources to respond to opportunities and threats in the company's environment.

* To choose what city in which to operate.

* To decide on Sun Life Financial's strategy that would provide long-term viability without exhausting resources.

III. Relevant Case Facts and Analysis

The most obvious and at the same time probably the biggest strength is the experience Sun Life Financial has in the insurance business. Sun Life Financial was set up in Canada in 1865. It was not long until the company began the internationalization process and entered numerous foreign markets like Nicaragua, Japan and China (until 1949 when the communist system was put into place). Sun Life Financial have started to diversify its investments and began expanding through growing industries.

This experience is crucial when it comes to making management decisions and determining strategies. Furthermore, Sun Life Financial has a great deal of experience when it comes to internationalization and entering new markets. This will be of high value when entering the Chinese insurance market, since through the years the company had the chance to develop, apply and test many strategies.

A second strength is the representative office opened in Beijing in 1992. This office enables Sun Life Financial to establish a presence in China which thus, can...