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Competitive Effectiveness: Hershey Entertainment & Resorts Spring 2014

Category Analysis

Read industry or market research reports to become grounded in the business issues and economic environment faced by amusement and theme parks.  Learn about the catagory trends

Update the catagory analysis by searching general business news databases for the subject amusement parks or theme parks.

 Catagory Analysis: Theme/Amusement Parks

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

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

Themed Entertainment Association
Find attendance statistics for theme and water parks as well as operational guidelines

Amusement Parks & Arcades
First Research Industry Profile

U.S. Travel Association
Industry advocacy association providing data, forecasts and survey results

Customer Analysis

Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it.

Social research organizations (for example PewResearch.com) and other marketers often publish facts and observations about target markets.  Before you use these sources, check out their reputation, quality and credibility.  For help with this task or suggestions on reliable sources contact linda.hauck@villanova.edu

Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.

 Customer Analysis



  Mintel Reports

  Social Explorer


  ESRI Business Analyst Online

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors. 

  • The industry reports and news you've accessed in the catagory analysis should provide insight into firms competing in your defined market. 
  • You can also use company screeners but they tend to focus only on publically traded companies and may not offer the granularity you need about products and services as they typically focus on financial firm attributes.
  • Searching company databases by classification code can improve results.  The relevant NAICS code is 7131 and the SIC codes are 7993, 7996.

Once you have identified potential competitors reading company profiles and reports will be helpful.  Don't neglect looking over 10K's or annual reports for public companies. 

Just as you updated industry reports by searching general business news, do so for the competitor analysis.

 Competitor Analysis: Theme Amusement Parks

  MarketLine Company Profiles


  Lexis Nexis Academic

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(mostly e-books in our catalog)  and articles discoverable in the following databases.

Don't neglect to check out the resources in the Advertising Topic Guide.

 Marketing Plan


  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  Catalog at Falvey

  Encyclopedia of Major Marketing Strategies

  Encyclopedia of Major Marketing Campaigns

  Direct Marketing Association Statistical Fact Book

 General Business News Databases

  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  Business Regional News (Ebscohost)

  Philadelphia Business Journal (American City Business Journals)

  Lexis Nexis Academic

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

Related Guides

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Last Modified: Tuesday, May 27th, 2014