3.8 Putting it together: Using the 5Cs for Macroenvironment Analysis

Using the 5Cs for Business Analysis

The 5Cs framework for macroenvironment analysis provides a straightforward and structured way to develop a clear snapshot of the situation for a business. It can be used to analyse the business as a whole or for a brand or brand portfolio within a larger business.

1. Product Description:
   Briefly describe the brand or business in terms of what it is and the benefits it provides. This will usually relate to the business’s mission statement.
2. Context:
   Using relevant elements of the PESTE framework, outline the macroenvironment for the industry in which the company/brand operates.
3. Company:
   Provide a SWOT analysis for the company/brand.
4. Competition:
   Provide a Five Forces analysis for the industry or market sector.
5. Collaborators:
   Briefly describe obvious or likely marketing collaborators.
6. Customers:
   Briefly describe the types of customers most likely to use the company/brand in the chosen market (for example, New Zealand). Focus on how/why they use the brand, income level, age group, location and lifestyle attributes.