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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.

  IBIS World
U.S. and global industry market research reports.

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

  Euromonitor (Passport)
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only.  This resource is a database of demographic, economic, lifestyle, and consumer market information for over 350 markets and 207 countries. Statistics cover consumer lifestyles, retailing, and consumer market sizes and forecasts. The data includes 6-year historic market size data for more than 330 consumer products in 52 countries, plus 5-year forecasts. Lifestyle indicators for 71 countries, lifestyle reports for 65 countries, and country profiles for 250 countries are also included.

  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.

  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.

  ReferenceUSA
Directory including private companies.

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

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

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

  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.

  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.

  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.

  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.

  Advertising Age Datacenter
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
610-519-8744


  Citing Business Sources Using APA
Not just for business articles


 


Last Modified: 2018-05-25 12:01:33