Your category is narrowly defined at electric vehicles, but it is also helpful to have an overall understanding of the automobile industry. The industry reports found in the following databases will give you the necessary background.
You can find additional research reports by searching for relevant keywords ("electric vehicles, EV, Hybrid Electric Vehicle, HEV or Plug-in Hybrid Electric Vehicle PHEV) in databases such as ABI Inform, Business Source Premier and limiting to industry or market research reports.
Quality free web sources related to electric vehicles can be found here:
International Energy Agency Global EV Outlook Search for related literature published by IEA too!NetAdvantage (Standard & Poor's, Capital IQ)
Lexis-Nexis Market & Industry Reports
D&B Global Business Browser
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. In this instance identify the manufacturers in the EV market.
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. Passport Euromonitor has company profiles by business segment or category.
Just as you updated industry reports with news, do so for the competitor analysis.Morningstar Investment Research Center
MarketLine Company Profiles (EBSCO)
D&B Global Business Browser
NetAdvantage (Standard & Poor's, Capital IQ)
Access limited to 4 simultaneous users.
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 mothers, millennials or boomers.
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 firstname.lastname@example.org for access) offers demographic data and a proprietary market segmentation scheme called Tapestry.ESRI Business Analyst Online
For username & password contact email@example.com. 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.
Pew Research Center
Licensed for academic uses only. May not be used for commercial uses.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff.
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
Creates custom reports on advertising expenditures across twelve media channels 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 (AdAge)
Features 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
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.