the marketing assets statement includes details of the firm's existing customer portfolio (including its size, profile, and value), knowledge of the market and competitors, its product line, the reputation of its brand, its marketing implementation skills, and its positioning strategy. we saw in chapter 3 that a positioning statement can be developed for each service that the firm offers to one or more target market segment, indicating the characteristics that distinguish that service from competitive offering.
The marketing opportunities revealed by this analysis must now be matched against an operating assets statement. can the organization afford to allocate the physical facilities, equipment, information technology and human resources needed to market existing service products more effectively, add enhancement designed to improve competitive appeal or create new service offering. conversely, does an analysis of these operation assets suggest new opportunities to improve their utilization in the marketplace. if it lacks the resources needed for a new marketing initiative, could the firm leverage its existing assets by partnering with intermediaries or even with customers.