Bring yourself up to speed by starting with a market or industry report. These secondary research tools define categories (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.
Search for craft beer and skin care and body washes.Euromonitor (Passport)
Mintel Insights & Analytics Limitations on Use
Authorized users (on and off campus) limited to current Villanova students, faculty and staff.
Update industry reports by browsing and searching trade journals and association web sites. These sources discuss latest trends, news about regulatory developments and hot topics.
General business article databases such as ABI Inform and Business Source Premier bring together relevant articles from a wide range of trade journals.ABI/INFORM Collection (ProQuest)
Business Source Premier (EBSCO)
The first step in the competitor analysis is to choose relevant competitors. The industry reports, news you've gathered in the category analysis and the case itself should provide insight into firms competing in your defined market.
Once you have identified potential competitors, reading company profiles and reports (see the list of databases below) will be helpful.
Of course you'll scour your competitors web sites, but don't neglect looking over 10K's or annual reports for public companies.
Note that reports and data on private companies may be sparse, so you may need to rely on news and an analysis of their web sites.
Just as you updated industry reports with news, do so for the competitor analysis.Euromonitor (Passport)
Global New Products Database (Mintel)
Market research reports are rich sources for understanding consumer behavior around product categories. Mintel and Marketresearch.com are particularly useful for understanding target customers by generation and other attributes.
Scholarly research (discoverable through ABI Inform, Business Source Premier & PsycInfo) on "consumer behavior" "consumer attitudes" purchasing or "decision making" may not always be timely but it is typically reliable.
You may find some very interesting results by googling. Be discriminating about using reports that don't source data presented. Whenever appropriate seek out underlying source data. See Business Sources: How to Evaluate ThemCatalyst MRI Simmons
MarketResearch.com Academic Limitations on Use
Licensed for academic uses only. May not be used for commercial uses.
Crafting an integrated marketing plan is primarily a creative project. Nonetheless, 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 rigorous research on marketing topics in books and articles discoverable in the following databasesAdvertising Insights (Kantar Media) Tutorial
Falvey Book Search