The key is to think of it as follows:
Relationships
Relationships in 3C Analysis
Relationship india cell phone number list between the market, customers and the company
What value (benefit) is the market and customers looking for? Also, what benefits can your company provide?
Relationship between our company and competitors
What are your company's advantages over your competitors? Also, can you really see them as competitors competing for the same market and customers?
Relationship between competitors, markets and customers
What do the market and customers value about your competitors? And is that value something that your company can provide?
In this way, by being aware of the three Cs in the 3C analysis, the relationship with customers and competitors will become clear. By keeping these points in mind, you can conduct a deeper analysis.
Points to note when conducting 3C analysis
There are some things to keep in mind when conducting a 3C analysis.
There are two main points to keep in mind:
・Collect the right information
Don't spend too much time gathering information
I will explain each point one by one.
Gather the right information
One thing to keep in mind when conducting a 3C analysis is to be sure to collect all data on the three Cs: "market/customers," "competitors," and "your company."
If any of the three are missing, a valid 3C analysis cannot be performed.
In addition, be sure to collect accurate information from reliable sources when using 3C analysis. Whenever possible, try to collect data released by reliable sources such as government agencies and listed companies.
Don’t spend too much time gathering information
When conducting 3C analysis, it is important not to spend too much time collecting information.
Customers, market trends, and competitors' actions are constantly changing even while you are gathering information. If you perform a 3C analysis based on outdated information, it will be difficult to derive an effective strategy.
It may be difficult to do this while also collecting all the information, but once you have gathered the data you need for analysis, be sure to perform a 3C analysis as soon as possible and take the time to formulate your strategy.
5 Successful Cases of 3C Analysis
We will now introduce some examples of analysis of actual companies using the 3C analysis method we have explained so far.
We will conduct a 3C analysis based on the following five industries and company examples as representative business types.
・Fashion online store: ZOZOTOWN
・Furniture: Nitori
・Cafe chain: Starbucks
・Fast food: Lotteria
・Game: Nintendo
We will consider each case one by one. Please review the steps, tips, points, and cautions we have introduced.
3C Analysis Success Case ①ZOZOTOWN
Let's conduct a 3C analysis of ZOZOTOWN as a representative example of fashion online shopping.
First, we organized ZOZOTOWN's 3Cs as follows:
The Three C's
3C Analysis
Customer: Market, customer
-The clothing e-commerce market has been steady from 2019 to 2021.
- Due to the weak yen, customers' purchasing power is declining.
Competitor:
- As of 2021, the e-commerce rate for clothing is 21.15%, leaving room for growth, so it is expected that competitors will continue to enter the e-commerce market in the future.
-Low-cost apparel e-commerce sites such as Uniqlo and SHOPLIST are on the rise.
Company: Our company
- We can provide real reviews on the fashion coordination app "WEAR".
- "ZOZO deferred payment" makes it possible to lower the barrier to purchase.
Fashion e-commerce is growing steadily and can be described as a growing market.
It is expected that the COVID-19 pandemic will encourage rival companies to move further into e-commerce, so they will likely be required to become even more competitive in the future.
In this environment, ZOZOTOWN is launching new initiatives one after another, such as its unique fashion coordination app "WEAR" and "ZOZO deferred payment." This planning ability is one of ZOZOTOWN's greatest strengths.