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Competitive Effectiveness: Johnson & Johnson


Catagory Analysis

Bring youself up to speed by starting with a market or industry report.  These secondary research tools define catagories (sometimes not precisely as you would wish), estimate market size and growth potential, describe the competitive forces impacting the industry and identify key players. 

Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.

Ask me about additional specialized resources.

  Mintel Reports

  ReferenceUSA
Use the Onesource module to search by Industry
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  IBIS World

  Passport Euromonitor

Update Catagory Analysis

Once you have a relevant industry report, you will need to get current information by searching trade & business news and by scoping out the trade associations.  Market research reports often name important trade associations.  If you don't know the names of relevant trade associations, search the Encyclopedia of Associatons:  National

  ABI/INFORM Complete (ProQuest)

  Pharmaceutical News Index (ProQuest)

  Business Source Premier (EBSCO)

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports and news you've accessed in the catagory analysis should provide insight into firms competing in your defined market.  You can also use company screeners but they tend to focus only on publically traded companies and may not offer the granularity you need about products and services as they typically focus on financial firm attributes.

Once you have identified potential competitors reading company profiles and reports will be helpful.  Don't neglect looking over 10K's or annual reports for public companies. 

Just as you updated industry reports with news, do so for the competitor analysis.

  MarketLine Company Profiles

  ReferenceUSA
Use the Onesource module, company search to find SWOT analysis.
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  Morningstar Investment Research Center
For public companies only.  Sometimes the financial analysts reports provide excellent insights.
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  Mergent Online
Covers public companies only with an emphasis on the financial
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  NetAdvantage (Standard & Poor's)

  Global New Products Database (Mintel)
Use the search feature to find complete descriptions of products introduced to the market in the digestive catagory
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Brand Analysis

Much of the qualitative assessment of the brand will come from searching the trade news sources.

You may also want to look at how the brands stack  up against each other in terms of advertising spending, consumer surveys and web metrics. 

Market research reports usually provide data on brand share.

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

Ad$Summary Find out how much brands spend by media

MarketShare Reporter  Short cut to market share reported in various publications

Business Ranking Annual Short cut to business rankings reported in various publications

Customer Analysis

Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it. Mintel usually provides good insights into the nature of consumers.

Social research organizations (for example PewResearch.com) and other marketers often publish facts and observations about target markets.  Before you use these sources, check out their reputation, quality and credibility.  For help with this task or suggestions on reliable sources contact linda.hauck@villanova.edu

Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.

  MRI+ University Internet Reporter
Use the Internet Reporter to find out how brands stack up in a national consumer survey
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  Data-Planet
Browse census, spending pattern data in the EASI market planner module
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  ESRI Business Analyst Online
Search a simple geographic information system (GIS) to learn about population characteristics
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  Business Source Premier (EBSCO)
Search for articles on consumer behavior or attitudes attributable to your target market
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  American FactFinder
Find out what the Census knows about your target market
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Health & Treatment

Health professional use the following sources to find evidence based treatments.  They may be helpful for gaining insight into the alternatives available to your target market.

  UpToDate
Evidence based, peer-reviewed information resource for clinicians. Allows them to answer questions quickly, increase their clinical knowledge and improve patient care.
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  Natural Standard
Focus on alternative treatments
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PDR for Nonprescription Drugs  This book covers all the OTC drugs on the market in the US includes index by therapeutic class.  Online PDR (Physician's Desk Reference) version is not searchable by class

  MEDLINE (Thomson Scientific / ISI Web Services)
This gets you into the medical literature
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  CINAHL with Full Text (EBSCO)
Another source for medial and allied health research.
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Marketing Plan

Crafting an integrated marketing plan is primarily a creative project.  Nontheless, expect to be able to defend your marketing recommendations by referring to studies and cases evaluating similar techniques.  You can find "how to", practitioner advice and rigerous reseach on marketing topics in books and articles discoverable in the following databases

  Business Source Premier (EBSCO)
Search for academic research and business trade publications.
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  ABI/INFORM Complete (ProQuest)
More academic research, trade and professional articles
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  WARC
Case studies, news and data on global marketing and advertising.
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  Catalog
Many ebooks in our collections on marketing and advertising.
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Encyclopedia of Major Marketing Strategies

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222
610-519-8744


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Last Modified: Tuesday, January 21st, 2014