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Competitive Effectiveness Vesta Spring 2014

Category Analysis

Read industry or market research reports to become grounded in the business issues and economic environment faced by home furnishing manufacturers.  Learn about the catagory trends.  Notice the trade associations and trade news sources referenced in these reports.

Update the catagory analysis by searching general business news databases for the subject homewares, home furnishings, or tableware or home decor

Browse trade association web sites and trade association journals.

This report from the U.S. Commercial Services  is dated but still has some useful insights Italy Household Consumer Goods

These reports cover Gifts, Novelty & Souvenir Stores in the U.S. and Home Furnishing Stores in the US.

  Mintel Reports
Search by a report on "home decor"

  Euromonitor (Passport)
Use the search tab, expand home and garden, check off homewares and home furnishing, choose geographies, western Europe, Italy.

Search Onesource for industry reports on Homewares.  Hint: NAICS code 4422 covers home furnishing stores.

  IBIS World
Search for NAICS code 3261 Plastics Products Misc.

  MRI+ University Internet Reporter

Trade Associations

Trade association are excellent sources for information on the issues relevant to a catagory. The degree to which the make their news, directories & reports publically available varies.

International Housewares Association

North American Home Furnishing Association

American Home Furnishings Alliance

American Lighting Association

Plastics Today

 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 & Academic Studies

Search for both marketing techniques and market research insights.  See the video for tips on search techniques.

  Lexis Nexis Academic

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

Understanding Retail

You will need a basic understanding of the retail environment in both Italy and the U.S.   Using industry reports is a good starting point.  In addition to the databases recommended under the Catagory Analysis section, the following databases have reports on retailing in the U.S. and beyond.

  NetAdvantage (Standard & Poor's, Capital IQ)

  Mintel Reports
Mintel has reports on retailing in the US.  It also has reports on retailing, homeshopping and e-commerce in Italy.

Selecting a U.S. Market

Use the following demographic, lifestyle and qualitative resourceds to evaluate U.S. markets for potential.

Best Performing Cities Milken Institute index for small and large cities.

Economist Intelligence Unit Hot Spots 2015 Benchmarking the Future Competitiveness of Cities

  ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool.  .Access courtesy of the Department of Geography & the Environment.  For access email linda.hauck@villanova.edu to request Business Analyst Online group access.  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.

  Regional Business News (EBSCO)
This database provides comprehensive full text coverage for regional business publications. Regional Business News incorporates coverage of 80 business journals, newspapers and newswires from all metropolitan and rural areas within the United States.

  Philadelphia Business Journal (American City Business Journals)
Searchable full text access to Philadelphia Business Journal and their Book of Lists with a 10 year archive of content.  With 39 additional cities covered in the Business Journals, this is a great source for intelligence about local business conditions and trends.


These reports from the Italian Statistical Abstract provide some demographic details by region.

Italian Statistical Abstract Population

Italian Statistical Abstract Labour & Wages

Italian Statistical Abstract Households & Social Indicators

This whitepaper by MasterCard highlights Trends Impacting Today's Italian Consumer.

Generation Y Shopping & Entertainment in the Digital Age

  Economist Intelligence Unit (EIU)
Use Market Indictors & Forecasts to find out about disposable income, expenditures on consumer goods or household size.  Not available by region.

Use the Digital World Atlas to find out about online communication patterns and penetration in Italy.

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

Related Guides

Citing Business Sources Using APA


MRI+ Search Tips

ESRI Business Analyst Online


Last Modified: Friday, March 13th, 2015