Executive Summary Primerica successfully competes in the insurance industry of the United States and Canada, but the company needs to improve its position in the market in order to address customers’ growing interest in insurance and financial products. The external and internal analyses of Primerica’s current strategy and performance have indicated that the company needs to apply a new strategy for the purpose of responding to the market trends. On the one hand, Primerica should focus on diversifying its products and services to expand the range of proposed life and health insurance plans and financial assistance. On the other hand, Primerica should develop an effective expansion strategy in order to cover oversea markets. As the development of an expansion strategy is rather prolonged and challenging, the implementation of the diversification strategy is recommended as a cost- and time-efficient decision leading to the company’s financial progress. According to the proposed strategy oriented toward expanding the range of offered products, the following steps should be completed: the analysis of customers’ needs, expectations, and market demands; the determination of the required resources; the development of new products; and promotion. The implemented strategy associated with the diversification of products will lead Primerica to the better position in the market because of offering both quality and diverse products that are interesting to customers. As a result, Primerica’s sales will be steadily growing during the next five years according to the financial projections for the company. Introduction to the Company Description of the Firm Primerica specializes in offering insurance and financial services, operates in financial and healthcare sectors, and it is headquartered in Duluth, Georgia. Currently, Primerica promotes its diverse financial products according to the principles of multi-level marketing in the United States and Canada, having more than 2,000 full-time employees, not including independent representatives (“Primerica, Inc.,” 2019). Products and services of the company consist of life and long-term care insurance plans, auto and home insurance types, managed accounts, financial management plans, and different types of funds monitoring. Company History Primerica was founded by Arthur L. Williams in 1977 to provide clients with opportunities to receive financial protection and insurance, and initially, the company mainly offered insurance plans. During the period of the 1970s-1990s, Primerica merged with different financial corporations, including Citigroup. In 2009, Primerica was separated from Citigroup according to the principles of the initial public offering, and in 2011, Citigroup sold all its remaining shares. Currently, the company’s management and leadership are represented by D. Richard Williams, Chairman of the Board, and Glenn J. Williams, CEO of Primerica (“Primerica, Inc.,” 2019). The company’s key competitors in the sphere of insurance are Metlife, Allstate, Haven Life, Transamerica, and others. Vision and Mission Statements Primerica is focused on becoming a leader in the US, guaranteeing protected future for all social classes. Managers need to clearly formulate what Primerica wants to become in the future to guide the strategy. The company’s mission is to assist different families in becoming carefully protected, financially independent, and free of any debt (“Primerica, Inc.,” 2019). This missi