Catagory Analysis

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.

Keywords:  athletic shoes/footwear sportswear, sports apparel Academic  Limitations on Use

  Mintel Reports  Limitations on Use

  Passport (Euromonitor International)  Limitations on Use

  Sports Market Analytics
Offers statistics, articles, and reports on sporting goods, participation, fans, media, and facilities. Formerly known as Sports Business Research Network.

Search the Onesource module, Industry catagory


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 assocaitons.  Market research reports often name important trade associations and trade journals.  If you don't know the names of relevant trade associations, search the Encyclopedia of Associatons:  National  The full text of trade journals are included in these general business article databases.  The Sports Business Research Networks also provides access to articles with a search tool in the bottom right of the screen.

  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 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)
Covers large public, private, U.S. and foreign firms. Most profiles include SWOT analysis.

  Lexis Nexis Academic  Limitations on Use
Covers large and small, U.S., public, private and foreign companies.

  Mergent Online  Limitations on Use
For Public U.S. and foreign companies only.

  Morningstar Investment Research Center
Covers public companies only. Analysts reports can provide good insight.

Onesource module covers large companies. Profiles include SWOT analysis.

Brand Analysis

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. 

Sports Business Research Network has extensive information on market share.

The market research reports found for the catagory analysis are also likely to have brand share information.

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

Customer Analysis

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 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

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  Access Instructions
Use this simple geographic information system (GIS) to find out about consumer spending, demographics and market segmentation.

  Data-Planet (Sage)
Browse the EASI market planner for census and marketing intelligence.

  Business Source Premier (EBSCO)
Find scholarly research on consumer behavior.

  American FactFinder
Find out what the Census knows about your target audience.

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

Encyclopedia of Major Marketing Strategies

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.

  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  Falvey Library Catalog (Books & Media)