Competitive Effectiveness Presentation

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. 

  IBISWorld
Provides access to U.S. and global industry market research reports.

  Statista
Provides a portal to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources. Topics covered include industries, media, companies, product categories, and countries.

  D&B Hoovers
Offers public and private company and industry information including company profiles, market research reports from Marketline, Freedonia, Euromonitor, and RMA updated with recent news, executive profiles, and analyst reports.

  Euromonitor (Passport)  Limitations on Use
Covers housewares and appliances

  Mintel Insights & Analytics  Limitations on Use
Reports on home remodeling and appliances and furniture.

  Market Share Reporter
Summarizes market share calculated by a variety of sources.

Category Update

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 such as Furniture Toda or HomeWorld.

  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, finance, economics, and management information systems. Full text access may be embargoed for up to three years. Coverage goes back to 1965.

Competitor Analysis

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. Note that company reports look at the firm as a whole and may not report specifically on the segment of interest.  You will need to search news and browse the web for such intelligence.

Of course you will scour your competitors web sites, but don't neglect looking over 10K's or annual reports for public companies. 

 

  Euromonitor (Passport)  Limitations on Use
Provides lifestyle statistics and reports, market data and analysis, and market forecasts for selected countries. Includes 6-year historic market size data for selected consumer products plus 5-year forecasts.

  NetAdvantage (Standard & Poor's Capital IQ)
Offers market information, company quotes, equity index information, industry information (including the S&P Industry Surveys), and economic data.

  MarketLine Company Profiles (EBSCO)
Offers detailed reports on U.S. and foreign companies in a wide range of industries. These reports provide a description of the business, company history, key personnel, products, services, and competitors. MarketLine Industry Reports are available from the D&B Global Business Browser database.

  D&B Hoovers
Offers public and private company and industry information including company profiles, market research reports from Marketline, Freedonia, Euromonitor, and RMA updated with recent news, executive profiles, and analyst reports.

  Mergent Online  Limitations on Use
Provides detailed financial statements for U.S. and international public and private companies, including SEC filings and current and historical annual reports for U.S. and international public companies. Data can be downloaded in a variety of formats. Also includes country profiles.

Customer Analysis

Market research reports are rich sources for understanding consumer behavior around product categories.  Mintel and Marketresearch.com are particularly useful for understanding target customers be they parents or millennials or affluent consumers.

Surveys of consumer sentiment or attitudes or behaviors conducted by third parties may inform you customer analysis.

Customer analysis begins with estimating the number and possibly location of potential customers.   Look to demographic data from the Census or other statistical sources.

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 Evaluate these sources by knowing who the author and publishers are.  Determine whether the sources and methodologies used are reliable.  Discern the purpose of the publication.

  MarketResearch.com 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.

  Simmons Insights  Tutorial
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.

  Data-Planet (Sage)
Provides access to a wide variety of economic, social, and political indicators including data sets from the U.S. government, the International Monetary Fund, the World Trade Organization, the OECD, Eurostat, the United Nations, the world's stock exchanges, and Zillow. Offers customized graphing and mapping.

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.

  Ad$pender (Kantar Media)
Creates custom reports on advertising expenditures across twelve media channels including TV, cable, magazines, newspapers, radio, and outdoor and internet displays on the level of industries, categories, brands, products, and advertisers going back to 2007.

  WARC
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.

  eMarketer
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.

  Falvey Book Search