Honors Program


Document Type


Date of this Version

Spring 4-16-2021


Litel-Smith, J. 2021. Pacific Life Strategic Analysis. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Jake Litel-Smith 2021.


Pacific Life is one of the most recognizable names in life insurance. The company is known for its brand and consistent delivery on its promises for over 150 years. This study shows a comprehensive analysis of Pacific Life, including external and internal considerations. Porter’s Five Forces and PESTEL will provide a guide to understanding the environment outside of the company. A SWOT analysis will provide a better grasp on the company’s current market position. The analysis will conclude with an understanding of Pacific Life’s current strategy and recommendations for its future success.