one page: Identify an alternative strategic market analysis and write a summary

Dolan (2014) identifies the five Cs of analysis: customers, company, collaborators,

competitors, and context. This represents a simplified yet integrated approach to

undertaking a strategic assessment of the capabilities and the readiness of an

organization’s marketing success.

Over time, many great ideas and models are developed, only to be replaced by something

newer (and perhaps better). This week’s Learning Resources present the traditional

situational analysis (McGraw-Hill, 2012), a more current perspective (Dolan, 2014), and

a somewhat more narrow focus (Dass & Kumar, 2014).To remain current (and relevant),

marketers need to understand the implications and possible new learning that can be

extracted from being aware of new perspectives.