Dolan (2014) identifies the five Cs of analysis: customers, company, collaborators, competitors, and context. This represents a simplified yet integrated approach to undertaking a strategic assessment of the capabilities and the readiness of an organizationâ€s marketing success.
Over time, many great ideas and models are developed, only to be replaced by something newer (and perhaps better). This weekâ€s Learning Resources present the traditional situational analysis, a more current perspective (Dolan, 2014), and a somewhat more narrow focus (Dass & Kumar, 2014).
To remain current (and relevant), marketers need to understand the implications and possible new learning that can be extracted from being aware of new perspectives.
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