Market Audit project - MKTG 305 - Marketing Audit

Jodi Shepherd

Email Me

Contact:

MLIB 317

530-898-5499

Subjects: Business, Economics

Library Chat

Chat service is intended for CSU, Chico affiliated users.

The process

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.)

Sources

IBISWorld This link opens in a new window
Environmental scan of industry. Check US Industry Reports and US Specialized Industry reports for niche & emerging sectors.

Company web sites
Annual Reports for public companies. Also analyze for info on strategy and mission statement.
SWOT Analyses from Business Source Premier
Strength, Weaknesses, Opportunities, Threats (by company name): available for selected large companies. Also, search in Business Source Premier for articles on companies, brands, advertising campaigns.

Mergent Online This link opens in a new window
Public company profiles. Provides a list of competitors.
Business Source Premier This link opens in a new window
For marketing articles, search by brand or company name; then sort for TRADE journals. Also use Industry Reports, SWOT analysis, and Marketing Research Reports
MarketResearch.com Academic This link opens in a new window
Offers reports covering consumer goods, business & financial services, travel & leisure, food service, agriculture, manufacturing & construction, materials & chemicals, healthcare & diagnostics, biotechnology, e-commerce & information technology, and education & other public sectors. The reports come from varied publishers and contain balanced quantitative and qualitative analysis with competitive analysis, market trends, demographics, product innovation, buyer behavior and market share.
RKMA Market Research Handbooks This link opens in a new window
(Richard K. Miller and Associates) – An e-book series of individual titles with data on marketing, advertising, customers, and consumers. Topics include B2B, Consumer Behavior, Entertainment, Healthcare Business, Leisure, Restaurants-Food-Beverage, Retail, Sports marketing, Travel & Tourism. Each handbook is comprised of tables and brief summaries covering market forecasts, trends, statistics, and related information.
ABI/Inform Complete This link opens in a new window
BROWSE from top menu to find marketing reports, e.g., First Research.
OneSearch This link opens in a new window
Business Source Premier is preferred for marketing topic articles.

Google
Find products and ad videos.