As a result of carefully reading the Case Study, students should be able toexplain the difference between a product-led and a customer-led approach to business, explain the importance of ongoing market research for identifying customer requirements and thereby enabling an organisation to deliver consumer focused benefits, give examples of ways in which Abbey has simplified its communications with customers.

  1. A competitive market
  2. Scanning the environment
  3. Research
  4. Communicating with customers
  5. Communicating with the internal audience
  6. Conclusion