The 3C6S5V analytical framework and practical considerations for developing marketing strategies for SME and startup managers

In a volatile business environment with limited resources, small and medium-sized enterprises (SMEs) and startups often struggle to develop systematic marketing strategies, resulting in fragmented investment and inefficient resource use. This article systematizes the theoretical foundations of marketing strategy for SMEs and startups and proposes the 3C6S5V framework, integrating macro-environmental analysis (PESTEL and trends), industry and market analysis, the Company-Customer-Competitor (3C) core, a six-criterion feasibility filter comprising Smart, Special, Specific, Scientific, Safe, and Saving (6S), and a five-dimensional value system comprising Customer, Company, Competitive, Social, and Sustainable Value (5V). The article also analyzes common marketing mistakes and provides practical guidance, illustrated by the “GreenBox - Healthy Meals for Students” case.