Last Updated 2022.01.20
4C Analysis and Cross SWOT Analysis-Marketing Analysis Framework
4C Analysis is a framework for examining future market prospects by analyzing players in the company and the market environment surrounding it. By analyzing the four players that make up the market, the company (Company), the customer (Customer), the competitor (Competitor), and the distribution (Channel), we can grasp the current state of the business environment.
What is 4C analysis?
4C in 4C analysis is called 4C, which is an acronym for Company, Customer, Competitor, and Channel.
This analysis is a large framework that summarizes the topics that can be seen in the marketing frameworks PEST, Five Forces, and 7S, grasping the movements of market players and thinking about how the company will develop the market. ..
In-house analysis checks relationships with people, goods, money, information, technology, brands, and business partners.
Customer analytics checks customer numbers, market trends, market size, buying conditions, consumer insights, motivations, and consumption trends.
Competitive analysis uses 7S and Five Forces to identify competitors’ strategies and resources, as well as check for new competition (alternatives and new entrants).
In distribution analysis, we check not only major distribution but also wholesale and e-commerce trends, and look for the possibility of developing new routes based on the flow line until the final customer gets it.
In this way, 4C analysis is to consider where to make the main market and how to capture it, taking into account the movements of the players in the market.
Overview of 4C analysis
In-house analysis, customer analysis, and competitive analysis are classified as 3C, and 1C of distribution analysis is added to form 4C.
In-house analysis (Company) means analysis of in-house resources, people, technology, brands, etc.
Customer analysis means analysis of consumer behavior, size, purchase frequency, motivation, and so on.
Competitor is the analysis of competitors’ products, strategies, resources, etc.
Distribution analysis (Channel) means analysis of the dynamics and processes of the place where goods reach consumers.
Analysis of the entire market
Market Definition: Defines the area from where to enter the market
Market size: Know the size of the market in terms of both purchase price and quantity
Market Trends: Understand how things are changing, whether they are growing or shrinking
Main Players: Analyze where and what are the main companies playing in the market
What is cross SWOT analysis?
Cross SWOT analysis is an analysis that organizes and combines information and thinks about what to do.
It is a framework that evaluates the strengths and weaknesses of a company, opportunities in the external environment, and threats as a whole, and combines each element to think about concrete measures.
SWOT analysis comes in handy when organizing the information that has been analyzed by other marketing frameworks. This analysis is used to classify information on the external and internal environments into positive factors (tailwinds) and negative factors (headwinds) and to summarize the basic information that makes up the strategy.
However, SWOT analysis alone does nothing but organize the information. The important thing is to think about the concrete steps of the business by multiplying the information. A valid framework for this is cross-SWOT analysis.
| Internal environment | |||
|---|---|---|---|
| Strength Company’s strengths and strengths |
Weakness Company’s weaknesses / weaknesses |
||
| External environment | Opportunity Factors that create business opportunities |
SO strategy Maximize strengths in opportunities |
WO strategy Complement your weaknesses and take advantage of opportunities |
| Threat Factors that are disadvantageous to business |
ST strategy Dealing with threats with strengths |
WT strategy Minimize weaknesses and threats, risk aversion |
|
If you make a matrix with SWOT elements as shown in the above table, you can see the direction of the strategy. First, there is an SO strategy that maximizes strengths in opportunities. This is a strategy to aggressively set up a business by multiplying the positive factors inside and outside. The next thing you can think of is a WO strategy that complements your company’s weaknesses and takes advantage of them. This is a strategy to adapt to the market by improving the issues of the company. It is also possible to consider an ST strategy that responds to threats based on the strengths of the company. Even if the external environment is unfavorable, it is a strategy to solve it with our own strengths.
Finally, there is a WT strategy that minimizes and avoids your weaknesses and threats. This is a defense / avoidance strategy to prevent the worst situation, but if you have to think about this strategy, you should also consider withdrawal.
