4C DIAMOND ANALYSIS

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 10 in MarkPlus Inc:Winning the Future — Marketing and Entrepreneurship in Harmony, 2021, pp 147-156 from World Scientific Publishing Co. Pte. Ltd.

Abstract: As mentioned in Chapter 9, both the micro- and macro-factors surrounding the company must be taken into account while formulating a sustainable business and marketing strategy. Four major aspects that have a significant impact on business and that need to be put under the radar are Company, Competitor, Customer, according to Kenichi Ohmae’s 3C model, and a new element proposed by Hermawan, Change — making them 4Cs for business landscape analysis. Although there are some other models or frameworks in analysing the business landscape such as Political, Economic, Social, Technological, Environmental, Legal (PESTEL) Analysis and Porter’s Five Forces Analysis, these can be incorporated in this 4Cs model (Figure 10.1) which is comprehensive and yet easy to remember, utilise, and apply…

Keywords: Marketing; Entrepreneurship; Purpose; Passion; Sustainable Success; Competitiveness; Creativity; Segmentation; Targeting; Positioning; Differentiation; Marketing Mix; Product Price; Place; Promotion; Brand; Service; Process; Communitisation; Confirmation; Clarification; Codification; DNA; Co-Creation; Conversation; Communal Activation; Currency; Commercialisation; Character; Care; Collaboration; Product-centric; Market-centric; Human-Centric; Human-to-Human Interaction; Machine-to-Machine Interface; Youth; Women; Netizens (search for similar items in EconPapers)
JEL-codes: L26 M3 M31 (search for similar items in EconPapers)
Date: 2021
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