4c Analysis An Example


Welcome to this blog post about 4c analysis! If you’re unfamiliar with 4c analysis, it’s a great tool used by marketing professionals to gain insight into customer behaviour and identify potential opportunities. In this post, we’ll look at an example of 4c analysis in action and explore the benefits it can bring to your business. So let’s get started – the insights you gain from 4c analysis could make all the difference!


4C Analysis is a strategic planning tool used by managers and decision makers to determine the most effective course of action when dealing with complex business challenges. It is based on the four C’s of decision making: Context, Constraints, Course Options, and Consequences.

Generally speaking, it involves defining the environment of a problem before assessing available courses of action and finally determining the consequences that each course may have on the business.

The 4C Analysis process allows managers to gain an in-depth understanding of potential problems from a variety of perspectives, giving them an informed understanding that can help them make better decisions. This article will provide an example of how to apply 4C Analysis to solve a problem. It will discuss identifying key points related to:

  • Context
  • Constraining factors
  • Available options
  • Potential outcomes associated with each option.

What is 4c Analysis?

4C analysis is a strategic management technique that helps organizations to gain insight into the market and industry conditions their business operates in. 4C stands for company, customers, competitors and collaborators. It is used by organizations to identify their strengths and weaknesses in relation to other players in the industry.

By considering all of these elements, it is possible to gain a better understanding of the industry as a whole and how each player interacts with one another. The 4C framework helps businesses to analyze the environment they are operating in, assess market trends and develop strategies accordingly. The following section of this guide provides an example of how a business can apply 4C analysis using real-world data from Adidas.

  • Company: In order to understand how Adidas fits within the greater sporting goods industry, it is first important to consider Adidas’ core competencies as well as any unique selling points that differentiates it from its competitors. Examples might include its innovation capabilities or cutting-edge product offerings.
  • Customers: Once core strengths have been identified for Adidas, then it is possible for the company to better understand its audience segment by looking at factors such as demographic trends, purchasing habits or motivation behind purchases. Additionally, understanding customer needs will help shape any product or service offerings made available by Adidas.
  • Competitors: Understanding competitors’ activities within the sporting goods space will provide insight into potential threats posed or changes made within the broader industry that could impact Adidas’ performance either positively or negatively in years ahead. Analysis could extend beyond just manufacturers of athletic apparel but also include retailers who carry such products as well as potentially even end-consumers themselves if they are playing an active role when identifying new products/services to purchase online or offline (e.g., through influencer recommendations).
  • Collaborators: Collaborator analysis looks at industry partners that may help bolster growth opportunities for Adidas either through leveraging existing distribution channels (e-commerce companies), concept innovation (universities), access etc.. Understanding where resources may be found externally can be invaluable in helping solidify partnerships which mutually benefit both parties involved over time.

Benefits of 4c Analysis

4C analysis, or four forces analysis, is a marketing tool that helps organizations identify the external factors that could impact their success. The 4C framework stands for customers, competitors, convenience and cost, which are all integral components of the business environment. It evaluates each of these four components and how they currently interact with each other in a given market. By doing so, the model provides helpful guidance for firms to create sound strategies and determine their competitive advantage.

Benefits of 4C Analysis

  • This approach offers businesses several advantages in various areas:
  • Helps companies make better pricing decisions – By identifying costs associated with customers as well as competitors’ activities and incentives, 4C analysis can indicate beneficial pricing levels both at the onset of the venture and at regular intervals.
  • Enables firms to monitor customer behavior – This approach can provide insights into customer needs and preferences over time by analyzing trends in their purchasing patterns or brand loyalty behaviors.
  • Guides strategic decisions – Taking into account all four Cs together allows companies to make informed choices about product innovations, target markets and more.
  • Provides insight into profitability – Both cost levels within the industry and competitor offer designs affect profitability; understanding this through 4C analysis enables businesses to best position themselves for maximum return on investments.

Steps to Perform 4c Analysis

4C Analysis is a business tool used to analyze and assess the environment of a business before making strategic decisions. More specifically, 4C stands for Company, Customers, Competitors and Climate. Each of these elements helps to identify potential strengths and weaknesses in the current situation and future opportunities or threats in the market.

Steps to Perform 4C Analysis:

  1. Company: Start by looking inward at your own business and understanding things like internal operations, resources, capabilities, product/service pricing, customer service policies etc.
  2. Customers: Who is your target demographic? What do they want out of the products/services that you offer? Look at historical customer data such as visitation trends or spending habits on past campaigns to determine what you might need to adjust for this customer segment in order to be successful.
  3. Competitors: Identify who your competitors are and analyse what kind of edge they may have over your own business (i.e pricing structure or product/service offerings). Research their history with customer feedback/ reviews and conduct an SWOT analysis if necessary so you can be aware of their potential developments from their respective markets.
  4. Climate: The environment consists of factors that should also be taken into account during 4C Analysis such as social trends like lifestyle changes, technological advancements (which can give advantages), governmental policies that could affect supply or demand changes etc.. These insights can help a company plan ahead for upcoming shifts that may occur in the marketplace due them being prepared beforehand.

4c Analysis Example

The 4C Analysis is a tool designed to understand a company’s competitive environment. It is based on the four key elements of competitive advantage: customers, cost, convenience and competition. By examining each of these elements, management can determine its key differentiators in the marketplace and develop strategies to maintain or improve competitive advantage.

This example will provide an overview of how 4C analysis can be applied to an example business, regardless of industry or size.

  1. Customers – It is important to analyze customer segments in order to define exactly who customers are and what they want from the company’s product or service offerings. This analysis should consider customer characteristics such as purchasing power, lifestyle preferences, geographical reach, lifestyle choices, etc. In addition to customer characteristics, it is also important to analyze the customer’s current beliefs about competitors in order for the business to identify potential areas for improvement.
  2. Cost – To identify opportunities for cost savings or efficiency improvements, it is necessary for businesses to evaluate each individual component of their costs with respect to quality improvement and customer satisfaction goals. This could include operations costs such as production labor costs associated with producing goods or services; overhead costs related to overhead expenses such as rent; administrative costs associated with managing staff and facilities; marketing costs associated with promotion efforts; research & development expenses incurred when developing new products or services; etc.
  3. Convenience – When evaluating customer convenience needs it is important for businesses to examine their ordering processes and fulfillment operations in order ensure that goods are delivered quickly and conveniently per expectations set forth by customers based on their experiences with competitors’ offerings. Businesses should also assess whether they need additional infrastructure investments such as warehouses or logistics networks in order meet demands within specific markets or regions more effectively than competitors do currently.
  4. Competition – When analyzing competition businesses need evaluate how their current offerings compare directly against those of their top three competitors in terms of price points, delivery timeframes quality standards , support levels etc.. In addition companies should pay close attention technology advancements made by other firms that may enable them gain market share faster than anticipated.

Challenges in 4c Analysis

4C Analysis, or matrix analysis, is a valuable tool used by marketers in order to create an effective and successful marketing strategy. This type of analysis consists of four key components: Company, Customer, Competitor and Climate. The primary purpose of the 4C Analysis is to analyze the target market and establish a thorough understanding of overall industry conditions in order to create an effective and strategic marketing plan.

While this type of analysis has its own benefits, there are certain challenges that need to be addressed when implementing it. Some of these challenges include:

  • Identifying relevant information for each component: Collecting accurate and comprehensive data for analysis can be challenging as available data varies depending on each company. It can be difficult to find suitable comparative data sources which might lead to unreliable results or wrong conclusions being drawn.
  • Zooming in on specific customer groups: With the 4C Analysis, marketers must focus on their target audience while considering macro level industry factors. It’s essential that they focus on the most important customer groups in order to deliver targeted solutions accordingly.
  • Striking a balance between market trends & individual biases: Since individuals have their own perceptions about different markets and customers needs, it’s important for marketers to measure market trends objectively so that individual prejudices won’t unduly influence their decisions or affect the effectiveness of their plans adversely.
  • Evaluating both internal & external forces: The internal environment is made up of the company from both a competitive standpoint as well as from its organizational culture perspective while its external environment encompasses elements such as costumer buying behaviors, competition intensity etc. Understanding how these elements intertwine with one another is critical in making well informed decisions when creating strategy plans.


The 4C analysis helps to shed light on the complexities of any given product portfolio. By examining four key aspects – customer, competition, company and context – marketers can uncover hidden insights and develop an informed understanding of how best to position a product or service to potential customers. For example, by analyzing customer preferences for a certain brand’s product offering, marketers can tailor their positioning strategy to appeal to identified customer segments and secure competitive advantage in the market.

The 4C analysis is a great tool for decision-makers in any organization looking to gain clarity of purpose and direction in their marketing strategies. It encourages marketers to think strategically rather than tactically, deepening understanding of the external factors which influence the success or failure of their business. Through a comprehensive 4C analysis, businesses can ensure that they remain relevant and competitive in their marketplace.

Further Reading

For anyone looking to learn more about the 4C Analysis, there are a number of books and websites containing insightful information. Here is a selection of some recommended readings:


  • The Coffee Prices Guide (Richard Schaechter) – A guide to the various factors affecting coffee prices, written by an experienced professional in the coffee industry.
  • The Coffee Business (Chris Gilinsky) – An introduction to growing, processing and trading coffee on the global market, written by an experienced trader.
  • Coffee Production and Marketing (William Heitzman and Gordon Shepherd) – A comprehensive exploration of fundamentals related to production and marketing of coffee beans, from growing and harvesting processes through to final customer perception.


  • International Coffee Organization: https://www.ico.org/resources/prices-and-statistics/markets/analysis/#4C – Contains an analysis of 4C’s full contracting stability index, one of the most popular indicators for tracking contract flow in coffee markets worldwide. Also contains information on trends for each sector within the 4Cs given current supply chain conditions.
  • Specialty Coffee Association (SCA): https://sca.coffee/resources/guides/the-4cs-guide – The SCA’s guide to understanding the fundamentals behind 4c Analysis including historical context as well as specific market conditions for each country within the 4c’s system. Includes calculations regarding pricing strategies and other useful aspects such as environmental stewardship considerations that may affect sustainability efforts in these countries’ efforts towards excellence in specialty coffees.