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In marketing planning process, in how many ways situation can be analyzed?

In marketing planning process the situation can be analysed by using 5C analysis, SWOT analysis and five force analysis. They are briefly described below:
1)      5C Analysis
The 5C analysis is considered the most useful, comprehensive and common way to analyze the market environment.
The 5Cs are:
Company
Analysis of the company allows for evaluation of the company's objectives, strategies, and capabilities. In addition to company goals and objectives, it includes an analysis of the firm's position, performance, and product line.
Competitors
The competitor analysis takes into consideration the competitor's position within the industry and the potential threat it may pose to other businesses. The main purpose of the competitor analysis is for businesses to analyze both the current and potential nature and capabilities of a competitor to be prepared to compete against them.
The competitor analysis looks at the following criteria: identity competitors, assessment of competitors, and future initiatives of competitors. The task of examining the competitor's financial and marketing performance is one of the responsibilities of a market analyst. It includes the strengths and weaknesses, the anticipated response to the company's marketing strategy, an analysis of growth and investment plans as well.
Customers
Customer analysis can be vast and complicated. Some companies conduct a PEST analysis which scans the external macro-environment in which the company operates. The important areas to analyze includes:
  • Demographics
  • Advertising most suitable for the demographic
  • Market size and potential growth
  • Customer wants and needs
  • Motivation to buy the product
  • Quantity and frequency of purchase
  • Income level of customer
Collaborators
Collaborators are useful for businesses as they allow for an increase in the creation of ideas, as well as an increase in the likelihood of gaining more business opportunities.
Types of collaborators are:
  • Agencies
  • Suppliers
  • Distributors
  • Partnerships
Businesses must be able to identify whether the collaborator has the capabilities needed to help run the business as well as an analysis on the level of commitment needed for a collaborator-business relationship.
Climate
To fully understand the business climate, there are usually many different factors that can affect a business, and if researched well it will create a company that can respond well to change. An analysis on the climate is also known as the PEST analysis.
The types of climate that firms have to analyze are the:
  • Political and regulatory environment
  • Economic environment
  • Social and cultural environment
  • Technological environment
  • Legislative environment
2)      SWOT Analysis
A SWOT analysis is another method under the situation analysis that examines the Strengths and Weaknesses of a company (internal environment) as well as the Opportunities and Threats within the market (external environment) .

A SWOT analysis looks at both current and future situations, where they analyze their current strengths and weaknesses while looking for future opportunities and threats. The goal is to build on strengths as much as possible while reducing weaknesses. A future threat can be a potential weakness while a future opportunity can be a potential strength. This analysis helps a company come up with a plan that keeps it prepared for a number of potential scenarios.

3)      Porter's Five Forces Analysis
Porter five forces analysis is a framework for industry analysis and business strategy development. It draws upon industrial organization (IO) economics to derive five forces that determine the competitive intensity and therefore attractiveness of a market. Strategy consultants occasionally use the five forces model to scan for and identify competitors to conduct qualitatively evaluate a firm's strategic position. Ultimately, the primary purpose of the model is to help businesses compare and analyze their profitability and position at the line-of business, rather than industry group or industry sector level. It considers the following factors:

§  Threat of new entrants
§  Bargaining power of buyers
§  Bargaining power of suppliers
§  Threat of substitute product of services
§  Rivals among existing competitors


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