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Situation Analysis In order to profitably satisfy node needs, the firm first must understand its external and inbred situation, including the customer, the market environment, and the firms own capabilities. Furthermore, it needs to forecast trends in the dynamic environment in which it operates. A useful material for performing a situation compendium is the 5 C Analysis. The 5C analysis is an environmental scan on five key areas especially applicable to marketing decisions. It covers the internal, the micro-environmental, and the macro-environmental situation. The 5 C analysis is an extension of the 3 C analysis (company, customers, and competitors), to which some marketers added the fourth C of collaborators. The further addition of a macro-environmental analysis (climate) results in a 5 C analysis, some aspects of which are draw below. Company * Product line * Image in the market * Technology and experience * Culture * Goals Collaborators * Distributors * Suppliers * Alliances Customers * Market sizing and growth * Market segments * Benefits that consumer is seeking, tangible and intangible. * Motivation behind purchase; shelter drivers, benefits vs. costs * Decision maker or decision-making unit * Retail channel - where does the consumer in truth purchase the product?

* Consumer teaching sources - where does the customer obtain information about the product? * Buying process; e.g. impulse or careful comparison * Frequency of purchase, seasonal factors * Quantity purchased at a time * Trends - how consumer needs and preferences change over time Competitors * Actual or potential * accept or indirect * Products * Positioning * Market shares * Strengths and weaknesses of competitors Climate (or context) The climate or macro-environmental factors are: * Political & regulatory environment -... If you want to get a full essay, order it on our website: Ordercustompaper.com

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