Bring yourself 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.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Mintel's published market research has been helping leading businesses achieve their goals for over 30 years. As a globally recognised market analyst, Mintel produces hundreds of reports into European, UK-specific and US consumer markets every year. Each report that Mintel publishes provides a unique overview of a market's dynamics and prospects, giving you the knowledge to devise informed and profitable marketing strategy. DO NOT USE IE6
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files. Licensed for academic uses only. May not be used for commercial uses.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only. This resource is a database of demographic, economic, lifestyle, and consumer market information for over 350 markets and 207 countries. Statistics cover consumer lifestyles, retailing, and consumer market sizes and forecasts. The data includes 6-year historic market size data for more than 330 consumer products in 52 countries, plus 5-year forecasts. Lifestyle indicators for 71 countries, lifestyle reports for 65 countries, and country profiles for 250 countries are also included.
U.S. and global industry market research reports.
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 Complete (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, accounting, finance, economics, international business, operations management and management information systems. Full-text access may be embargoed for up to three years. Coverage goes back to 1965.
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 your'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.
This database has company profiles too.
Global New Products Database (Mintel)
Use this to see which companies are coming out with new juices
MarketLine Company Profiles
Company reports for private and public firms often with SWOT analysis.
D&B Global Business Browser (formerly Onesource/Avention)
Public and private company profiles that sometimes include SWOT.
Market research reports are rich sources for understanding consumer behavior around product categories. Mintel and Marketresearch.com are particularly useful for understanding target customers such as parents and influencing children.
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 is typically reliable.
You may find some very interesting results by googling. Be discriminating about using reports that don't source data presented. See Business Sources: How to Evaluate Them
Platform for Census data which forms the backbone of demographic research.
Find scholarly articles on consumer behavior.
MRI University Internet Reporter
ESRI Business Analyst Online
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage. Only currently enrolled faculty, students and staff may use this resource for academic research and teaching. Commercial use of this data is not permitted.
Registration with a Villanova email address is required. Follow these registration instructions
Business, consumer and marketplace geographic analysis tool. Access courtesy of the Department of Geography & the Environment. For username & password contact firstname.lastname@example.org. Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder as it may land there). Account administration may take up to 3 days.
Crafting a 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.
Catalog at Falvey
Keyword and subject searches in the Library's catalog are good starting points when first exploring a topic. Search results can be narrowed with facets such as topic, era, language or region. Facets are located on the right hand side of the results screen.
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. (Previous title: World Advertising Research Center)
e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.