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. 

Search a variety of terms that may descibe the category such as cleaner, disinfectant, and surface care.

Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.

 

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

  Mintel Reports  Limitations on Use
Offers product and industry market research reports covering U.S. and international marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles.

  Passport (Euromonitor International)  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.

  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.

  Global New Products Database (Mintel)  Limitations on Use
Monitors new product activity in consumer packaged goods markets worldwide.

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.

  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. 

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.

 

  Passport (Euromonitor International)  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 Global Business Browser
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. Formerly known as Onesource/Avention.

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 your 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.  Be discriminating about using reports that don't source data presented.  See Business Sources:  How to Evaluate Them

  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.

  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.

  Simmons OneView  Limitations on Use
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. Requires Adobe Flash.
Simmons instructions includes tips and videos on how to search this database.

  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.

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.

  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.

  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.

  Advertising Age
This is the online home for Advertising Age. The site requires a free registration to view fulltext articles. Articles pertain to advertising and marketing efforts.

  Falvey Book Search