3 C’s Model

By John Dudovskiy
February 2, 2013

Introduced by Kenichi Ohmae, 3 C’s Model deals with factors that can assist in achieving success for a marketing campaign (Lamb et al., 2011). Namely, 3 C’s stand for corporation, customer and competitors that are known as elements of strategic triangle.


3 C's Model

Corporation needs effective strategies so that current competitive edge can be further strengthened and additional sources of competitive advantages can be obtained. Specifically, corporate-based strategy involve selectivity and sequencing that involves formulation of competitive advantage, make or buy, that involves reviewing potential for outsourcing some operations, and improving cost effectiveness in relation to various business processes.

Customer is seen as the base of any strategy. Accordingly, corporations need to identify their customers clearly by engaging market segmentation on the basis of objectives and customer coverage.

Competition can be specified as another important factor. The negative impact of this factor can be minimised through building upon power of the image, capitalising on profit and cost structure differences, and using tangible and intangible resources in a rational way.

The practical value of 3 C’s Model relates to identification of important factors effecting marketing strategy and dealing with these factors in an appropriate manner.



Lamb, C.W, Hair, J.F & McDaniel, C. (2011) “Essentials of Marketing” Cengage Learning

Category: Marketing