Strategic analysis of competition and domination in the insurance market in Serbia: SV matrix

The article investigates competition and dominance in the insurance market in Serbia (excluding Kosovo and Metohia). The SV (Strength vs. Variety) matrix method was applied, and the required indicators were calculated based on the total insurance premiums collected by insurance companies, as per data from the National Bank of Serbia for the period 2015-2024. The results showed a relatively high overall concentration (CRSV) and relatively low differentiation within the dominant group (HTSV). In addition, in the last few years (since 2020), there has been a clear tendency to decrease in both key indicators that define the SV matrix: CRSV and HTSV , which shows an approach to the RO quadrant of the SV market, i.e., a strengthening of the role of competition both within the dominant group and in relation to other market participants.