Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on


Published in: Business
  • Be the first to comment

  • Be the first to like this


  1. 1. Marketing
  2. 2. Marketing
  3. 3. Asset-Led
  4. 4. Asset-Led <ul><li>An asset-led business aims to use the core-competence of a business in developing new products and services </li></ul><ul><li>Those assets may be human, physical or intangible assets </li></ul>
  5. 5. Strengths of the Business <ul><li>Physical Assets </li></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Manufacturing base </li></ul></ul><ul><ul><li>Global reach </li></ul></ul><ul><li>Intangible Assets </li></ul><ul><ul><li>Brand name </li></ul></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Personnel </li></ul></ul><ul><li>Core Competence – what the business sees itself as being ‘good at’ </li></ul>
  6. 6. Market-Led
  7. 7. Market-Led <ul><li>A market–led business has its focus purely on the needs of the customer </li></ul><ul><li>The business is highly responsive to the needs of consumers – it has a focus on market research as a means of identifying those needs </li></ul>
  8. 8. Market-Led <ul><li>Basic principles: </li></ul><ul><ul><li>The customer is king! </li></ul></ul><ul><ul><li>Customer service is paramount </li></ul></ul><ul><ul><li>Needs of consumers uppermost in new product development </li></ul></ul><ul><ul><li>Customer servility – being a ‘slave’ to the customer </li></ul></ul><ul><ul><li>Do not contemplate the cost of doing something to meet customer needs, contemplate the cost of not doing it! </li></ul></ul>
  9. 9. Building Relationships <ul><li>Importance of building relationships to meet customers’ needs and expectations </li></ul><ul><li>Suppliers – good relationship with suppliers means that goods are available when the consumer needs them and that the business is able to respond flexibly to change </li></ul><ul><li>Customers – knowing who your customers are, what their needs are and how the market is changing </li></ul>