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Summer Business Institute 2018 Turn 5

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. 

This First Research report on Automotive Parts & Accessories Stores is a good example.

Take advantage of the links to trade news and associations to learn about the most recent developments. Aftermarket Business World is an example of a trade journal that has current news about topics relevant for Turn 5.  The Specialty Equipment Market Association is another.

Update the category reports by systematically searching for news & developments in general business databases.

Categories covered by Turn 5 include automotive aftermarket, automobile accessories and e-commerce.

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

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

  Passport (Euromonitor International)
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.
Authorized access (on- and off-campus) limited to current Villanova students, faculty and staff.

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.

  Business Source Premier (EBSCO)
One of our general business databases.

  ABI/INFORM Complete (ProQuest)
One of our general business databases.

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 or subsidiaries may be sparse, so you may need to rely on news and analysis of their web sites and the typically minimal information provided by the private company databases.

Just as you updated industry reports with news, do so for the competitor analysis.

Directory including private companies.

  NetAdvantage (Standard & Poor's, Capital IQ)
Covers public companies.

  D&B Global Business Browser
Covers public and large private firms.

  Mergent Online
Covers public companies.

Customer Analysis

Market research reports are rich sources for understanding consumer behavior around product categories.  Mintel is particularly useful for understanding target customers such as millennials or baby boomers. 

Scholarly research (discoverable through ABI Inform, Business Source Premier & PsycInfo)  on "consumer behavior" "consumer attitudes" purchasing or "decision making"  or car enthusiasts and do it yourselfersmay not always be timely but is typically reliable. 


  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. As a globally recognised market analyst, Mintel produces hundreds of reports into European, UK-specific and US consumer markets every year. Each report that Mintel publishes provides a unique overview of a market's dynamics and prospects, giving you the knowledge to devise informed and profitable marketing strategy.  DO NOT USE IE6

  ESRI Business Analyst Online
Allows you to map where target customers are located. Email linda.hauck@villanova.edu for access.

How to Use ESRI Smart Map Video

How to Use ESRI to Map a Tapestry Segment

  ESRI Tapestry Segmentation Summaries

  PsycINFO (ProQuest)
Has articles on consumer psychology

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.

  Falvey Book Search
Find practice oriented print and ebooks on marketing.

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

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.

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

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)

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

  Citing Business Sources Using APA
Not just for business articles


Last Modified: 2018-07-12 12:58:01