The 5 Cs is an analysis tool used to investigate marketing decisions by focusing on the areas of company, customers, competitors, collaborators and climate.

Company - determine the companies position. What are their strengths and weaknesses? Can they adapt to meet the needs of the customer?

Customers - Research the needs of the customer? How satisfied are they with the current products? Are their needs likely to change in the future?

Competitors - Who else is selling rival products to you? Are there any new competitors emerging? How can a business differentiate itself from competition?

Collaborators - Who else does a business work with? How can those relationships be improved? E.g. deals with suppliers and lenders.

Climate - What external factors may affect a business? E.g. social trends, changes to technology and environmental concerns.

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