What is GCS analysis?
GCS analysis is an acronym for Genre, Category, and Segment, and is
a framework
that performs analysis from the microscopic perspective of consumers.
GCS analysis examines the tiers in which consumers use products, from the largest tiers to the smallest tiers. This allows you to identify attractive markets and explore new development themes from products that are of high interest to consumers in different categories and segments within a genre.
PEST analysis and GCS analysis
In consumer analysis in
3C analysis
, it is important to analyze from a macro perspective using
PEST analysis
and from a micro perspective using GCS analysis.
For example, consider performing consumer analysis on the beer market.
First, PEST analysis performs analysis from the macro perspective of consumers. If you plan to carry out business activities throughout Japan, you will target “Japanese” as consumers.
The steps are to collect information and identify factors that have a large impact on consumers. It is then classified into four environmental factors: politics (P), economy (E), society (S), and technology (T), and these are categorized into business “opportunities” or “risks.” I will clarify what will happen.
Next, we will focus on the beer market itself from the consumer’s perspective as a GCS analysis. GCS analysis identifies the hierarchy in which consumers use products,
Genre: Alcohol industry as a whole
Category: Beer industry
Segment: By type of beer, low-malt beer, non-alcoholic beer, etc.
and so on. By dividing it into layers, it becomes easier to analyze consumer trends.
By combining the data obtained through macro and micro analysis as described above, you can efficiently carry out marketing activities that take into account business opportunity factors, risk factors, and changes in consumer trends.
Reference article
