INDUSTRY > COMPANY > PRODUCT > BRAND
What level are you researching?
Step 1 - Analyze the competitive environment in IBISWorld industry reports. What factors do companies need to know to market the product?
Step 2 - Understand the company mission, values and product line from the web site; view the Annual Report to Shareholders for details about management strategy. Find SWOT reports and articles in Business Source Premier. Find competitors & do research about them.
Step 3 - Dig for brand and product level data in MarketResearch.com Academic, RKMA Handbooks, and trade journal articles in Business Source Premier.
(Note: Some Library sources do not include all products, brands & companies. Your professor will advise on how to address information gaps in your final paper.)
Meriam Library | CSU, Chico