The document discusses the 5 Cs of marketing, which form a framework for situational analysis critical for launching a new product. It emphasizes the importance of understanding market conditions including competitors, production costs, and consumer behavior, utilizing tools like SWOT analysis to identify a company's current position. The 5 Cs are company, collaborators, customers, competitors, and climate, each encompassing various factors that influence marketing strategy.

1. 5 Cs of MarketingThe study the 5 Cs of marketing arises is called Situation Analysis.

2. Situation Analysis is study of current market or industry in which a company wants to launch a new product.

3. In order to launch a new product, a company first needs to study the market conditions. 5Cs of Marketing (Contd)The conditions are about the number of competitors and their market share, the cost of producing the product, the profit ratio, etc. So, a quick SWOT analysis will reveal where does the company stand in the market and what strategy it should adopt in order to grab a Lion’s share in the market. SWOT analysis means the analysis of Strengths Weaknesses Opportunities and Threats.

4. The Five Cs are CompanyCollaboratorsCustomersCompetitorsClimate or Context

5. CompanyProduct lineImage in the marketTechnology and experienceCulture Goals

6. CollaboratorsDistributorsSuppliersAlliances

7. CustomersMarket size and growthMarket segmentsRetail channel- where does the customer actually purchase the product?Consumer information sources – where does the consumer obtain information about the product?Trends- how consumers’ needs and preferences change over time

8. CompetitorsActual or potentialDirect or indirectProductsPositioningMarket sharesStrengths and weaknesses

9. Climate or contextPolitical and regulatory environment -- governmental policies and regulations that affect the market.Economic Environment -- business cycles, inflation rate, interest rates and other issues of economic natureTechnological environment – new ways of satisfying needs, the impact of technology on the demand for existing products.