Bring youself 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.
Ask me about additional specialized resources.Mintel Reports
Authorized users (on and off campus) limited to current Villanova students, faculty and staff.
Passport (Euromonitor International)
Authorized access (on- and off-campus) limited to current Villanova students, faculty and staff.
Update Catagory Analysis
Once you have a relevant industry report, you will need to get current information by searching trade & business news and by scoping out the trade associations. Market research reports often name important trade associations. If you don't know the names of relevant trade associations, search the Encyclopedia of Associatons: NationalABI/INFORM Complete (ProQuest)
Pharmaceutical News Index (ProQuest)
Business Source Premier (EBSCO)
The first step in the competitor analysis is to choose relevant competitors. The industry reports and news you've accessed in the catagory analysis should provide insight into firms competing in your defined market. You can also use company screeners but they tend to focus only on publically traded companies and may not offer the granularity you need about products and services as they typically focus on financial firm attributes.
Once you have identified potential competitors reading company profiles and reports will be helpful. Don't neglect looking over 10K's or annual reports for public companies.
Just as you updated industry reports with news, do so for the competitor analysis.MarketLine Company Profiles (EBSCO)
Morningstar Investment Research Center
NetAdvantage (Standard & Poor's, Capital IQ)
Global New Products Database (Mintel)
Much of the qualitative assessment of the brand will come from searching the trade news sources.
You may also want to look at how the brands stack up against each other in terms of advertising spending, consumer surveys and web metrics.
Market research reports usually provide data on brand share.
Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand
Alexa Get web analytics
Quantcast Get web analytics
SimilarWeb Get web analytics
Ad$Summary Find out how much brands spend by media
MarketShare Reporter Short cut to market share reported in various publications
Business Ranking Annual Short cut to business rankings reported in various publications
Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it. Mintel usually provides good insights into the nature of consumers.
Social research organizations (for example PewResearch.com) and other marketers often publish facts and observations about target markets. Before you use these sources, check out their reputation, quality and credibility. For help with this task or suggestions on reliable sources contact firstname.lastname@example.org
Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.MRI University Internet Reporter
ESRI Business Analyst Online
Business Source Premier (EBSCO)
Health professional use the following sources to find evidence based treatments. They may be helpful for gaining insight into the alternatives available to your target market.UpToDate
PDR for Nonprescription Drugs This book covers all the OTC drugs on the market in the US includes index by therapeutic class. Online PDR (Physician's Desk Reference) version is not searchable by classMEDLINE (Thomson Scientific / ISI Web Services)
CINAHL with Full Text (EBSCO)
Crafting an integrated 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 databasesBusiness Source Premier (EBSCO)
ABI/INFORM Complete (ProQuest)
Catalog at Falvey