Market Performance of Aviva - Research Proposal Example

The paper 'Market Performance of Aviva' is a perfect example of a business research proposal. Aviva plc is a public limited company in the United Kingdom (UK), which is acclaimed to be the biggest general and insurance provider in the UK. As a multinational company, Aviva has openings in such continents as Europe and Asia.In Canada, Aviva is considered the second-largest general insurer (Aviva Annual Report, 2010). As of 2013, the estimated number of customers served by the company was 31 million, who are across 16 different countries.

This contributed to the company’s net income of £2.151 billion in 2013 with an operating income of £2.049 billion (Fletcher, 2013). Whiles the global life insurance market grew by 3% in 2012, Aviva’s growth was slightly above that at 4.3%, but like the overall global insurance market whose growth value has been presented in figure 1, Aviva’s growth has not always been steady. Several reasons and factors influenced the selection of Aviva. In the first place, Aviva was selected, and it's worth studying because the company’s performance and market engagement over the years gives an excellent representation of the services sector in the UK.

Having the 6th largest national economy globally, the services sector is known to contribute around 77.8% of GDP (Office for National Statistics, 2013). This means that any emphasis on growth placed on the services sector of the UK means collective growth for the UK national economy. Secondly, the life insurance sector has single handily experienced transformational growth over the past decade (Heath, 2010), of which it is important to investigate the place of Aviva in this as the leader of the UK’s insurance industry.

Based on the rationale for selecting Aviva plc, the research is being conducted with one major aim. The research aims to investigate how strategic Aviva plc has been towards growth over the past 5 years. With this research aim achieved, it is expected that the rationale for the study will be realized because the place of Aviva as a leader in the UK’s insurance business and as part of the service sector of that country will be realized (Katie, 2013).