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Competitive Effectiveness Fall 2017 Comcast

  Citing Business Sources Using APA
Not just for business articles

  Advertising Subject Guide

Category Analysis

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. 

Comcast operates across several categories including telecommunications, internet service, home security, cable networking and broadcast. 

Terminology used to describe industries and markets is not consistent from platform to platform.  To be thorough you will need to search for synonyms.

  IBIS World
U.S. and global industry market research reports.

  NetAdvantage (Standard & Poor's, Capital IQ)
Open the Industry Survey banner on the top of the page and use the drop down to browse for relevant industries.

  Mintel Reports
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

  D&B Global Business Browser (formerly Onesource/Avention)
Offers public and private company profiles and screener, industry market research reports from Marketline, Freedonia, Euromonitor and RMA updated with recent news, executive profiles and analyst reports.

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.

  Gartner Group Intraweb

Category Update

Update industry reports by browsing an searching trade journals and association web sites.  These sources cover the 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 publishers.

Industry reports typically list or mention relevant trade associations.  Note that same trade associations limit access to members.

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports you've gathered in the category analysis and the case itself should provides 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 do a deep dive into the 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 my be sparse, so you may need to place greater reliance on news and analysis of their web sites.  Company profiles for private label competitors will focus on the firms primary business.

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

  MarketLine Company Profiles
Just search by company name. Includes public and private companies.

  NetAdvantage (Standard & Poor's, Capital IQ)

  Morningstar Investment Research Center

  D&B Global Business Browser (formerly Onesource/Avention)

Customer Analysis

Market research reports are rich sources for understanding consumer behavior around product categories.  Mintel is particularly useful for understanding target customers, be they called Generation Z, Gen Z or iGen or Post-Millennials.

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 will 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

Twenge, J.M. (2017, September) Have smartphones destroyed a generation? The Atlantic. Artricle in a popular magazine written by well respected social scientist summarizing her latest book IGen:  Why Today's Super Connected Kids are Growing Up Less Rebellious, More Tolerant, Less Happy and Completely Unprepared for Adulthood.

Rise of Gen Z: New Challenge for Retailers This is a 2015 report published by Ernst & Young a trusted consultancy

Get Ready for Generation Z  This is another 2015 from a well respected employment agency.

  PsycINFO (ProQuest)

  MRI University Internet Reporter
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

  ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool.  Access courtesy of the Department of Geography & the Environment.  For username & password contact linda.hauck@villanova.edu.  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.

  American FactFinder
Provides access to Census data which forms the backbone of demographic research.

Marketing Plan

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

Case studies, news and data on global marketing and advertising.

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

Use the icon below to schedule an appointment in my office at Falvey.  If you want to meet during a day or time not available, do not hesitate to email your request.  I try and accommodate variable schedules.



Last Modified: 2017-12-20 10:58:04