FALVEY MEMORIAL LIBRARY

You are exploring: VU > Home > Research > Course Guides > Business, Accounting, and Economics Course Guides > Competitive Effectiveness Course Guides > Competitive Effectiveness Vanguard Fall 2016

Competitive Effectiveness Vanguard Fall 2016

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. 

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

Relevant categories for this project might include mutual funds, Exchange Traded Funds (ETFs), financial planning, annuities or financial services or Fintech (short for financial technology).

Search the recommended databases by keywords and drilling down through categories.

Don't forget to use the Bloomberg Terminals in the Finance Lab and Falvey Library

  IBIS World

  Mintel Reports

  Gartner Group Intraweb

  NetAdvantage (Standard & Poor's, Capital IQ)

  MarketResearch

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.   The industry reports and news you've accessed in the category analysis should provide insight into firms competing in your defined market. You may want to focus on the competitors identified in the Vanguard case including Fidelity, Schwab and Blackrock.

You can also use company screeners but they tend to focus only on publicly 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 (see this of databases below) 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

  D&B Global Business Browser (formerly Onesource/Avention)

  Morningstar Investment Research Center

  Mergent Online

Brand Analysis

Much of the qualitative assessment of the brand will come from searching the trade news sources.  Of course the brand's web site social media presence and advertising are rich sources for inferring brand positioning.

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. 

AlexaRankViz  Web site visits in context.

AppAnnie Register for download counts, reviews, ranks, ratings on apps

Social Bakers Get Facebook and Twitter statistics

Quantcast Web site traffic reports

Similar Web Web site and mobile app traffic

AdForum See creative content for advertising across multiple media

Ads of the World See creative content for advertising across multiple media

America's Greatest Brands Profiles of iconic brands

Interbrand Best brand reports

  ABI/INFORM Complete (ProQuest)
The most comprehensive ABI/INFORM™ database, this comprises ABI/INFORM Global, ABI/INFORM Trade and Industry, and ABI/INFORM Dateline. The database features thousands of full-text journals, dissertations, working papers, key business and economics periodicals, country-and industry-focused reports.

  Business Source Premier (EBSCO)
Business Source Premier is a full-text, scholarly and trade article database covering a wide range of topics including management, marketing, accounting, finance, economics, international business, operations management and management information systems.

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 as millennials.

MRI+ National Consumer Survey is not strong on psychographic data but it does provide reliable demographic and media consumption attributes for consumers. 

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. 

If you use market research found on the free web, do due diligence to make sure the research is high quality.  You can use some well recognized social science research organizations such as Pew as a model.

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

Here are some relevant surveys:

Bankrate Moneypulse Survey

TD Ameritrade Millennials and Money Research

AICPA & Ad Council Survey

PWC Millennials and Financial Literacy

  Pew Research Center
"The Pew Research Center is a nonpartisan "fact tank" that provides information on the issues, attitudes and trends shaping America and the world. It does so by conducting public opinion polling and social science research; by reporting news and analyzing news coverage; and by holding forums and briefings. It does not take positions on policy issues."

  MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage.  Only currently enrolled faculty, students and staff may use this resource for academic research and teaching.  Commercial use of this data is not permitted.  Registration with a Villanova email address is required.  Follow these registration instructions

  ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool.  Access courtesy of the Department of Geography & the Environment.  For username & password contact linda.hauck@villanova.edu.  Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder as it may land there).   Account administration may take up to 3 days.

 Marketing Plan

Ad$pender
Ad$pender is a tool for generating reports on advertising expenditures across twelve media including TV, cable, magazines, newspapers, radio, outdoor and internet display on the level of industries, categories, brands, products and advertisers going back to 2007.

Advertising Age Datacenter
News, reports and statistics about the advertising industry. For off campus access follow these instructions.

Catalog at Falvey
Keyword and subject searches in the Library's catalog are good starting points when first exploring a topic. Search results can be narrowed with facets such as topic, era, language or region. Facets are located on the right hand side of the results screen.

Encyclopedia of Global Brands
Model articles that provide comprehensive brand analyses covering brand origin, elements, identity, strategy, equity & outlook.

Encyclopedia of Major Marketing Campaigns

WARC
Case studies, news and data on global marketing and advertising.

e-Marketer
e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Falvey Library, Room 222
610-519-8744


Schedule Librarian Appointment

Related Guides

Citing Business Sources Using APA

Advertising

ESRI Business Analyst Online

Business Sources:  How to Evaluate Them

MRI University Internet Reporter


 


Last Modified: 2017-06-15 16:03:43