Category Analysis

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.

  Passport (Euromonitor International)
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only. 

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

  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.   DO NOT USE IE6

  Statista
Portal for statistics and reports on countries, industries and product categories.

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. 

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.

 

  D&B Global Business Browser

  MarketLine Company Profiles (EBSCO)

  Passport (Euromonitor International)
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only. 

  Global New Products Database (Mintel)
Monitors new product activity in consumer packaged goods markets worldwide.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff.

  NetAdvantage (Standard & Poor's, Capital IQ)

  Morningstar Investment Research Center

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 such parents or online shoppers.

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.

ESRI (contact linda.hauck@villanova.edu for access) offers demographic data and a proprietary market segmentation scheme called Tapestry.

You may find some very interesting results by googling.  Be discriminating about using reports that don't source data presented.  If you use market research found on the free web, do due diligence to make sure the research is high quality.  Whenever appropriate seek out underlying source data.

  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.

  Simmons OneView
Provides access to the results of a National Consumer Study (most recent studies embargoed) encompassing demographics, lifestyle statements and consumption behaviors. Supports the creation of custom cross tabulations or quick reports. Compatible with Chrome and Firefox and requires Adobe Flash.
Services shall NOT be used for commercial purposes, consulting, or outside research projects

  eMarketer
Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, e-mail marketing, and device usage. Coverage is global.

  ESRI Business Analyst Online
Provides geographic analysis tools. Includes demographic, consumer spending, and business data.
For username & password contact linda.hauck@villanova.edu. Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder). Account administration may take up to 3 days.
Access courtesy of the Department of Geography & the Environment.

  PsycINFO (ProQuest)
Provides abstracts and indexing to journals, books, book chapters, technical reports and dissertations in all areas of psychology. International in scope; coverage is from 1887 to present.
Practice advanced search features with the interactive PsycINFO Tutorial.

Marketing Plan

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 databases

  WARC
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. (Previous title: World Advertising Research Center)

  Advertising Age Datacenter (AdAge)
Features news, reports and statistics about the advertising industry. For off campus access follow these instructions.

  Library Catalog
Find ebooks on professional marketing techniques

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

  Gartner
Features analyses, forecasts, and market statistics on IT products and services.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Subscription courtesy of Villanova UNIT.

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

Business News & Scholarship

These are key business database give you access to general business news found in mainstream publications and academic research journals. Search them for articles about marketing techniques, category trends, competitor developments and more.

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

  Google Scholar