Ashley Home Furnishing Ltd - Business Model

Element
Intellectual property

Analysis
The company's name and logo.
The special designs produced for customers.
The design of the mail-order catalogue.
The design of advertising on the delivery trucks.
Customer database.
Product database.

Brochures and advertising material.

Evaluation
The designs produced are not secure and sometimes find their way to competitors.
Ashley's name and logo need to be re-evaluated.
Some intellectual property is out-of-date and could be sold off, e.g. designs no longer needed.

Strategy
To review all the intellectual property and discard that which is out-of-date.
To vigorously protect all current intellectual property.


Select -  Element, Analysis, Evaluation, Strategy  for a general explanation of the section. 
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