STRATEGIC DECISIONS FOR BUSINESS SUSTAINABILITY: EVIDENCE BASED ON THE FIVE C ANALYSIS AND PEST ANALYSIS

Objective: This article develops and analyses the framework in promoting sustainable job satisfaction based on experience of a Canadian firm, the National Best Financial Network (NBFN). Method: The paper applies the Five C’s (Company, Customers, Competitors, Collaborator and Climate/Context) and the PEST (political, economic, socio-cultural and technological) analysis to evaluate the situations for the strategic decision and attainment of the objectives. Result and Discussion: The paper reveals that the industry remains an attractive one due to the ability to compete moderately with a similar product and the low switching costs of buyers. Implications: The implication is that growth potential and demand for the product/service is expected to increase, and the threat of substitute products/services are weak. While threats from new entrants is low, existing companies have the advantage of existing market share and can take active efforts to retain it. Originality/Value: The note provides information that identifies the issues affecting the growth and development of the firm, and the financial industry in Canada. Recommendations: We recommend regulatory policies that allow for ease of entry along with the ability to quickly assimilate into the market with existing technology.