In order to profitably satisfy customer needs, the firm first must understand its external and internal situation, including the customer, the market environment, and the firm's own capabilities.

Furthermore, it needs to forecast trends in the dynamic environment in which it operates. A useful framework for performing a situation analysis is the 5 C Analysis.

The 5C analysis is an environmental scan on five key areas especially applicable to marketing decisions. It covers the internal, the micro-environmental, and the macro-environmental situation.

The 5 C analysis is an extension of the 3 C analysis company, customers, and competitors , to which some marketers added the 4th C of collaborators.

The further addition of a macro-environmental analysis climate results in a 5 C analysis, some aspects of which are outlined below. Economic environment - business cycle, inflation rate, interest rates, and other macroeconomic issues.

Technological environment - new knowledge that makes possible new ways of satisfying needs; the impact of technology on the demand for existing products.

The analysis of the these four external "climate" factors often is referred to as a PEST analysis.

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Seit geht es wieder aufwärts und am Gehandelt wird Silber z.