Applying the 3C6S5V model to marketing strategy planning for SMEs and startups in the new era
Published: October 16, 2026
Abstract
In the context of rapid changes in technology, customer behavior, and competition, Vietnamese small and medium-sized enterprises (SMEs) and startups need a marketing approach that is aligned with customers, competitive advantages, and available resources. This study proposes the 3C6S5V strategic model as an integrated marketing decision-making framework developed by linking theoretical foundations in environmental analysis, competition, resources, customer value, STP, positioning, the Marketing Mix, and Shared Value. Within the framework, 3C (Company–Customer–Competitor) supports opportunity identification; 6S evaluates strategic feasibility; Strategic Choice determines strategic alternatives; STP, Positioning, and the Marketing Mix translate strategy into action; 5V assesses multidimensional value; and Feedback supports adjustment. The study employs theoretical analysis and systematization and illustrates the framework through three cases: GreenBox, TrackTech Logistics, and EcoStyling. The findings suggest that the 3C6S5V framework can adapt to different business models, resource conditions, and levels of uncertainty. However, it remains a conceptual and decision-making framework and requires further scale development and quantitative validation to establish its independent theoretical value.
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