For efficient product marketing, businesses need to avoid making decisions based on instinct. According to a survey, 72% of new products fail, and 42% of startups are unsuccessful because of failing to address the real market needs. So whether you’re a new business startup or launching a new product, turn to the 5Cs of marketing to make sensible decisions.
Particularly designed for small to medium-sized businesses, the 5C analysis is popular for its ease and simplicity all over the world. This guide will discuss what a 5C analysis is and how businesses can use it to grow.
Understanding the 5C Marketing Analysis
Performing a 5C analysis allows businesses to have a comprehensive look at the factors affecting their performance within the market. It can help them determine their key drivers so they can make informed decisions to reach the target audience and outperform competitors.
Companies also use it to assess and understand the challenges they’re likely to face in the future. By the end of the process, you can identify the areas of your business that are working well and the areas that require improvement.
Making informed decisions will always minimize the chances of making mistakes and maximize the lucrative outcome for your organization. The 5Cs are a company, collaborators, customers, competitors, and context.
Company
When evaluating a company based on the 5C analysis, the key issue is to recognize the sustainable competitive advantage in relation to the focal company. This can take the form of technological development, economies of scale, brand equity, etc.
To determine whether the focal company is associated with a sustainable competitive advantage, the business can utilize the VRIO (Variable Rate Imitable Organized) mode. This will help distinguish if the company’s assets offer a sustainable or temporary advantage.
Collaborators
Collaborators are entities that allow or improve the company’s ability to provide a product or service to its customers. This factor is significantly associated with the company’s supply chain, ranging from spot contracts to quasi-vertical integration.
The integration’s direction can just be upstream because downstream collaborators are particularly defined as consumers in the framework of the 5C analysis.
Customers
The group of prospective customers a business can reach with its service or products can be divided into three major sizes – the Serviceable Obtainable Market, Serviceable Available Market, and the Total Available Market. The market segments can be further categorized through distinguishing factors such as geography, demographics, and psychographics.
The most generalized customer segment is the Total Available Market (TAM) which includes all possible customers demanding a specific service or product. Second, the Serviceable Available Market (SAM) is a subgroup of the TAM categorized according to the potential use of the business’s service or product. And the Serviceable Obtainable Market (SOM), the market’s sub-segment, is the narrowest definition specifying the part of a market that a business could aim to capture realistically.
Competitors
Companies can find competition in the form of other brands that are a part of the same industry. Industry classification systems like the North American Industry Classification System provide a standardized method of understanding an industry. A common business metric to identify the relevant players is to evaluate their market share in the industry.
It’s typically represented through the concentration ratio CR, demonstrating the market share percentage of the four largest companies in the industry. Remember that the industry classification systems may fail to provide a thorough industry definition for particular companies. This occurs because a company may function throughout several industries or serve a niche market that’s different from the traditional definition of the industry.
Context
The context of business operations is analyzed through the PESTEL analysis. It provides coverage into areas affecting the business, but in places where the business either has limited or no control. Changes in contextual factors affect the industry as a whole instead of influencing a specific company. The benefit gained through such changes may not give the focal company a competitive advantage or vice versa.
Business consulting companies help businesses gain a competitive edge in the industry. Eyal Dulin, a leading business consultant, helps companies conduct efficient marketing analyses to ensure successful operations and business growth. He also specializes in employee training solutions while assisting companies with compliance. For more information, businesses can contact Al Dulin here.
About the Author
This author is a business-performance manager of an international company in South Africa. His company has received guidance from Eyal I Dulin for more than 15 years. Al Dulin’s expert business consultancy has significantly improved the performance of their business operations.
To conduct an effective 5C marketing analysis within your company, seek the professional assistance of Eyal Dulin. Visit his website today to learn more about his services.
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