Reading industry and market research reports are an efficient way to understand business activities, operating conditions, and the competitive environment.  Update reports by searching business news databases.

You may not find industry and market research reports on Ready-To-Serve-Broth (RTSB).  Secondary research often entails gleaning what is relevant from reports on categories that are broader or narrower or slightly different from your own target. 

  • Stock
  • Broth
  • Bullion
  • Soup

Trade and professional associations are another good way to learn about developments in a particular category.  Some limit access to members, but almost all provide publically facing analysis about the advocacy work they do.  Industry reports often list important associations.  You can also find them by doing a google search for the keywords + association 

Business news databases should be searched for current developments.


  Mintel Insights & Analytics  Limitations on Use

  Euromonitor (Passport) Academic  Limitations on Use
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files.

Statistical summaries rather than reports with analysis.

  Market Share Reporter

customer analysis

Market research reports published on categories or customer groups are a great place to begin the customer analysis.  Census data and commercial surveys are also information rich.

  Catalyst MRI Simmons
Provides access to the results of a National Consumer Study (most recent studies embargoed) encompassing demographics, lifestyle statements, and consumer behaviors. Supports the creation of custom cross tabulations or quick reports.

  Explore Census Data

  Data-Planet (Sage)

  ESRI Business Analyst Online  Tutorial  Access Instructions
Provides geographic analysis tools. Includes demographic, consumer spending, and business data.
Access courtesy of the Department of Geography & the Environment.

  Statista Global Consumer Survey Guide
Offers step by step instructions for querying the Global Consumer Survey.

Competitor Analysis

Competitors will be identified via market research and company profiles.  Company databases listed below can be used to screen for companies similar to Campbell's or use Cambell's peers.  Browsing market shelves is another way to identify competitors.  Mintel's Product Analytics provides data on new entrants.

MarketLine and D&B Hoovers often include SWOT analysis of companies.  Customize your SWOT analysis by gathering information about competitors by reviewing their web sites, social media, SEC filings where available and from the business news.

  MarketLine Company Profiles (EBSCO)

  D&B Hoovers

  Euromonitor (Passport)

  Mergent Online  Limitations on Use

  NetAdvantage (Standard & Poor's Capital IQ)

  Morningstar Investing Center

marketing plan

Use the databases below to find cases and best practices to support your plan.

Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

  Falvey Book Search
Find ebook on marketing techniques.

  Advertising Insights (Kantar Media)  Tutorial
Creates custom reports on advertising expenditures across media channels including TV, magazines, newspapers, radio, outdoor and internet displays on the level of industries, categories, brands, products, and advertisers going back to 2017. Formerly known as Ad$pender.

  Catalyst MRI Simmons
Find out which media your target customer frequents to justify your advertising plan.

Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, email marketing, and device usage. Coverage is global.

business news

  ABI/INFORM Collection (ProQuest)
Provides access to scholarly journals, dissertations, working papers, key business and economics periodicals, and country- and industry-focused reports.

  Business Source Premier (EBSCO)
Provides access to a wide range of academic business journals and trade magazines. Topics include management, marketing, finance, economics, and management information systems. Full text access may be embargoed for up to three years. Coverage goes back to 1965.

  Factiva (Dow Jones)
Trial ends 9/30!

  Nexis Uni  Limitations on Use