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Marketing Analysis

The Infamous 5C’s Of Marketing Analysis

Source: freecourses

The 5C’s are a marketing framework used to analyze the environment in which a company operates. It provides insight into the primary drivers of success, as well as risk exposure to various factors.


The 5C’s are:

  • Company
  • Collaborators
  • Customers
  • Competitors and
  • Context 


In short, the 5C’s are a situation analysis framing used to help determine the strengths and weaknesses of your brand, corresponding to the field in which you operate. 


The 5C analysis, alongside other business tools like the SWOT analysis( strengths, weaknesses, opportunities, and threats ), serves as a guide to help business people make decisions and create practical marketing strategies. 


Decision-making has massive implications for businesses, so it’s vital to consider every aspect with care and attention. That’s why the 5Cs have become a popular approach-serving as a comprehensive check-up for the core aspects of your business strategy.

Diving into the 5C’s

The 5C’s are company, collaborators, customers, competitors, and climate. These five categories help perform the situational analysis while remaining simple and straightforward.


To better understand how to incorporate the 5C’s in your efforts, let us explore each category and its approach.

1. Company

When examining a company using the 5C framework, you must identify the sustainable competitive advantage of your company. It can be in brand equity, the economics of scale, technological development, and more.


You need to observe how well prepared and suited your company meets your audience’s expectations before analyzing any other external factors.


Discover your competitive edge advantages and pursue them to help your company stand out and determine if the marketing approach you are considering is viable.


You can employ the SWOT analysis to weigh your current strengths and weaknesses, available opportunities, or any threats from your competition to get a more objective view of your company’s performance.

2. Collaborators

Collaborators are other entities that support a companies ability to provide its goods and services in the best way possible. 


This factor rotates around a companies supply chain, and the integration can only be upstream as downstream collaborators are defined explicitly as customers in the 5C analysis.


Currently, companies in the business world provide each other with services that are essential to their day-to-day operations. 


So, suppose you want to control your marketing efforts; 


  • You must map out your entire supply chain, 
  • List all your third-party distributors, suppliers, partners, and everyone else who assists you in providing your customers with the end products. 


Collaborators are crucial in the 5C analysis because they help you understand how your supply chain works in any given situation.

3. Customers

This is the group that companies reach with their products and services. Customers can be broken down into three main sizes:


  • The total available market(TAM) includes every possible customer that demands a particular product and service. 


  • Serviceable available market(SAM) includes customers who potentially use the companies products and services.


  • Serviceable obtainable market(SOM): is the segment of the market that the company aims to capture.


These are further segmented through demographics, psychographics, geography, and other distinguishing characteristics. 


Once you understand your companies current structure and the partnerships that will be crucial for success, the next step is focusing on your customers.


It doesn’t matter how well you execute all the other C’s; your efforts will be futile if you don’t understand and satisfy your customers’ needs.


Understand the people you want to serve, be specific about who they are, how they look, what they like most, and how you can reach them. The more you know your customers, the higher the chance of your products standing out from the rest.

4. Competitors

Competition is everywhere, and it can be in the form of other companies operating in the same industry as your company. No business operates as the only one.


You might be a one-person entity or a larger company. Still, your products are judged and compared with the competitors that provide the same products and services as you.


To stand out, you need to clearly understand who your competitors are, their position in the market, what advantages they hold over you, and how they allure customers.


Only when you learn so much about your competition can you execute the 5C’s of marketing effectively and devise means of positioning yourself against others.

5. Climate

The final unit of the 5C’s is the climate, which is the most difficult to measure. Nonetheless, you must work out what the right time is to execute a strategy and how you can adjust it for maximum impact. 


The climate looks at all the external factors and developments that can affect how your business operates and how the market is likely to behave.


It can be any current laws and regulations that govern operations in your industry, social and industry trends, technology, or global-scale events that are entirely out of your control, such as the current coronavirus pandemic.


The climate might be the most abstract part of the 5C’s of marketing, but it’s still as important as any other. It may not be possible for you to identify the climate with precision, but it will give you an idea of what to consider so that you are not caught off-guard.


Now that you know the 5C’s of marketing, you also need to understand why they are essential for your business and how you can incorporate them into your strategy.


You can use the PESTEL analysis to analyze how your business operates. This analysis gives a context of what may affect the business and any other factors that may impact the industry as a whole.


The bottom line is that the 5C’s of marketing can help you develop an actionable marketing strategy!