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Competitive Effectiveness Spring 2017 Guerrieri

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.

You may need to search simply wine, vintners, wineries, wine bars, retail alcoholic beverages. You can search these databases by keywords.

Many industry reports are organized by NAICS (North American Industry Classification System) the relevant codes for this project are 44531 for wine stores, 72241 for drinking places, 31212 for wineries and 42482 for wholesale wine sales


  IBIS World

  Mintel Reports

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

  Euromonitor (Passport)

  Global New Products Database (Mintel)
Search by category to see wines introduced in the U.S. market, their packaging and price points.

Books on the Wine Industry

Consider browsing these ebooks on the wine industry for background on how the industry operates.  These books have digital rights management attached to them so be kind to your fellow students, don't check them out, but download or copy vital chapters and logout.




Category Update

Update industry reports by browsing an searching trade journals and association web sites.  This is where you will find the 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 publishers too.

Beverage Information & Insights Group Get highlights from market research studies.  Full text only available to members.

The Wine Institute Advocacy group for California winegrowers

Winebusiness.com Trade publication for wine industry

Wine Spectator Consumer magazine all about wine.

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 health conscious individuals.

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.

You may find some very interesting results by googling.  Be discriminating about using reports that don't source data presented.  Whenever appropriate seek out underlying source data.  See Business Sources:  How to Evaluate Them


  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.

  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

  PsycINFO (ProQuest)
Find articles about consumer behavior

  American FactFinder
Find demographic information from the Census

Laws & Regulations

Alcohol sales are generally regulated by states, necessitating researching laws and regulations on a state by state basis.  While you are not expected to give legal advice, these sources should provide some guidance as to relevant laws and regulations.  Federal authorities regulate imports and impose federal taxes as well.  These reliable and authoritative sources provide the guidance of regulation and taxation of wine in the U.S.

Tax Foundaton Facts & Figures 2016 (survey & ranking of state excise taxes on wine)

Alcohol Beverage Authorities in the U.S.

Alcohol and Tobacco Tax and Trade Bureau Wine Page

In addition search the following legal databases for emerging laws concerning the sale of wine.

  Lexis Nexis Academic

  Google Scholar
Search for scholarly articles or use the radio button to search in cases only.

 Marketing Plan

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

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

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

Related Guides

Citing Business Sources Using APA


ESRI Business Analyst Online

Business Sources:  How to Evaluate Them

MRI University Internet Reporter


Last Modified: 2017-08-31 17:06:08