Aetna SWOT Analysis of Aetna

Aetna SWOT

SWOT Analysis of Aetna Insurance

It is important to determine the impact a strategy will have on the operations and activities of an organization. The objective is to utilize present technologies and future innovations to plan the future of a company. It is important to allow a flexible framework for strategy to interact within the environment. Further the objective is to gain understanding of the surroundings and behaviors under which they are operating. The key is to create an excellent strategy in which to include within the organizational culture. It is best management remains informed of potential challenges and SWOT allows for clarity. Aetna has a distinct management focus on improving processes, technological innovation, quality assurance and staff training.

SWOT stands for the following words as a means of looking at an organization's strategy:

Strengths, Weaknesses, Opportunities and Threats. Sometimes management can learn from a reverse analysis of SWOT or in other words conduct a TOWS. What this pinpoints is that for every element of SWOT, there is an equal flipside. For example, for every strength, there is a weakness or for every weakness, there is strength. By looking at the strengths, weaknesses, opportunities and threats within the e-commerce construct of Aetna Insurance, one can discover different aspects of their business operations that work for the strategy and also discover elements that need improvement. The following questions can be answered: (1) Describe the strategy and positioning of Aetna's e-commerce domain, (2) Does the organization have a "brick and mortar" operation? Is e-commerce strategy integrated with the traditional method, (3) Does this strategy match the organization's size, position on the evolutionary business cycle within the industry and (4) What improvements can be made?

Aetna's strategy and positioning within the e-commerce domain is strong meaning that they have an interactive Internet presence that remains static. A Webmaster can only make changes to the web site internally. The site is very well organized and easy to maneuver upon one's first visit. The site offers pages for not only individual customers but also employers, hospitals and independent brokers. The site becomes interactive for each person as they identify themselves in the consumer category that best meets their needs. Aetna offers simple services such as Member's Login, docu-find portal and online prescription medicine referral service. These services offer the consumer customization of their accounts therefore, making their lives easier with respect to their health management. The service of docu-find puts important customer files at their fingertips and offers them a search engine in which to answer important medical questions to better education them in course of treatment.

In many ways, this type of interaction can be both a strength and weakness. Yes, the web site brings the customer to the forefront of his or her own managed care but also these types of services are expected of a company like Aetna. In order to remain at a competitive advantage, the company needs to keep its web site update, fresh in content but also technologically innovative. After all, what happens when certain services do not work on the web site? Such interruptions of services can cause the customer distress and distrust in the Internet venue. It is important Aetna remain one step ahead of the game by employing staff to maintain and update the site. This can be costly over time. Still the type of dedicated 24/7 services that is expected is also typical of the insurance industry with respect to size, position and customer base. Aetna has done a good job in utilizing e-commerce to its advantage. On the other hand, while not being too flashy, it is also possible that Aetna could slowly introduce other services to the web site. In this way, they remain on the cutting edge of the technology and set the Internet presence for another companies within the industry.