Competitive intelligence v oblasti životního pojištění: komparace strategií vybraných pojišťoven

This bachelor's thesis analyses the competitive strategies of three dominant life insurance companies in the Czech market from the perspective of Competitive intelligence. The theoretical part defines Competitive intelligence as a methodological framework for systematic analysis of the competitive environment and places it in the context of the insurance industry. The aim is to evaluate how Generali Česká pojišťovna, Kooperativa pojišťovna, and NN Životní pojišťovna approach product design, pricing, distribution, digitalisation, and customer experience. The practical part is structured according to selected phases of the Competitive intelligence cycle — from defining key intelligence topics and questions, through data collection and analysis, to synthesis and formulation of recommendations. The research combines secondary data analysis, mystery shopping, and semi-structured interviews with ten respondents. The findings show that despite structural differences, all three insurers follow the same distribution logic. Digital channels serve an orientational function and final policy arrangement requires advisor assistance. The actual competitive differentiators are concentrated in technical claims conditions and the internal use of artificial intelligence. The thesis formulates strategic recommendations focused on product communication, distribution, pricing transparency, and customer experience.