4Cs Analysis

The 4Cs Analysis is a marketing framework that focuses on four key elements:

• Company Analysis
  • Objects
  • Strengths / Weaknesses
  • Current / Past Performance
  • Fit with other products
• Category Analysis
  • Dimensions
  • Trends
  • Structure
  • PEST
• Competitor Analysis → Use this to understand the market
  • Direct / indirect competitors
  • Their current / previous strategies
  • Importance of this market to them
  • Likely actions and reactions
• Customer Analysis → Use this to perform possible segmentation
  • Needs and wants
  • Shopping / usage behavior
  • Buying process