Admiral Group plc (AG) engages in car insurance and the company also owns one of the leading UK price comparison websites called Confused.com. UK is AG’s main market. The company also provides car insurance and price comparison websites in Spain, Italy and France. AG is also active in the car insurance business in the USA. The company uses its price comparison websites as a way to find new customers and to distribute its products. The costumers of the car insurance market are very price sensitive, used to shopping around and have low costs of switching insurance provider. This means that in order to stay competitive AG must focus on keeping low costs coupled with a good reputation.