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.

For this project you may need to search furniture retailers or home goods retailers or home and garden or housewares or home furnishings.

  Passport (Euromonitor International)  Limitations on Use

  Mintel Reports  Limitations on Use

  MarketResearch.com Academic  Limitations on Use

  IBISWorld

  D&B Global Business Browser

Category Update

Update industry reports by browsing and 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.

Home Furnishings Association

National Retail Federation

International Housewares Association

Furniture Today

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

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. 

Market research reports (think Mintel and Euromonitor in particular) usually provide data on brand share.

AlexaSiteInfo Web site visits in context.

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

Social Bakers Get Facebook and Twitter statistics

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

Interbrand Best brand reports

Encyclopedia of Global Brands

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 millennial shoppers.

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

  Simmons OneView  Limitations on Use
Provides access to the results of a National Consumer Study (most recent studies embargoed) encompassing demographics, lifestyle statements, and consumer behaviors. Supports the creation of custom cross tabulations or quick reports. Requires Adobe Flash.
Simmons instructions includes tips and videos on how to search this database.

  ESRI Business Analyst Online
Provides geographic analysis tools. Includes demographic, consumer spending, and business data.
For username & password contact linda.hauck@villanova.edu. 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.

  PsycINFO (ProQuest)
Find scholarship on consumer behavior

  American FactFinder
Get demographic data from the Census and American Community Surveys

  Pew Research Center
Find objective social science research on Millennials.

  Urban Institute (the)
Find objective social science research about Millennials.

  eMarketer
Find out about millennial e-commerce and digital behaviors.

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 provides 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.  Don't neglect looking over 10K's or annual reports for public companies.  Note that reports and data on private companies my be sparse, so you may need to place greater reliance on news and analysis of their web sites.  Company profiles for private label competitors will focus on the firms primary business.

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

  Passport (Euromonitor International)  Limitations on Use
Offers company profiles too!

  MarketLine Company Profiles (EBSCO)

  Morningstar Investment Research Center

  NetAdvantage (Standard & Poor's Capital IQ)

  D&B Global Business Browser

Marketing Plan

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

 Marketing Plan

Ad$pender (Kantar Media)
Creates custom reports on advertising expenditures across twelve media channels including TV, cable, magazines, newspapers, radio, and outdoor and internet displays on the level of industries, categories, brands, products, and advertisers going back to 2007.

Advertising Age
This is the online home for Advertising Age. The site requires a free registration to view fulltext articles. Articles pertain to advertising and marketing efforts.

Falvey Book Search

WARC
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

eMarketer
Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, email marketing, and device usage. Coverage is global.

  SRDS (Kantar Media) Trial ends 3/4/18
Standard Rate & Data Service (SRDS) is a media planning tool that describes advertising opportunities, their visitors, costs and reach.

Power Point