5 C’s of Marketing

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Definition: 5 C’s of Marketing

They are used to analyze the five key areas that are involved in marketing decisions for a company and includes : Company, Customers, Competitors, Collaborators, and Climate. The 5 C’s are a good guideline to make the right decisions, and construct a well-defined marketing plan and strategy.

1. Customer – Determine what are the needs of customers and from which clients that you’re trying to satisfy. A few areas of research can be market segments, frequency of purchases, quantity of purchases, retail channel, and customer needs depending on trends over time.

2. Company – Determine if your company is in a position to meet those customer needs. For example, whether your company has the right product line and technical expertise. A good tool to find out your company’s strengths and weaknesses is “SWOT” analysis.

• Strengths: innovative products, expertise and procedures

• Weaknesses: lack of knowledgeable technical support or average product quality

• Opportunities: a new international market or a market led by a weak competitor

• Threats: a new competitor or price war

3. Competition – Determine who competes with your company in meeting the customer’s needs. Is the competitor an active competitor or is it a potential threat? What are their products exactly? What are their strengths and weaknesses?

4. Collaborators – Determine if there is any outside source or third party help that can help the company such as distributors, suppliers etc.

5. Context – Determine if there are any limitations due to

• Political issues: legal problems, trade regulations, taxes or labor laws

• Economic issues: growth rate, labor costs, and business cycle stage

• Social impacts: demographics, education, and culture

• Technological developments: impact on cost structures

This is also known as “PEST” analysis.


The above image shows the 5Cs of marketing.

Hence, this concludes the definition of 5 C’s of Marketing along with its overview.

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