MARK 3001 - Intro to Marketing: Home

Brian Spaid's section
Need Help?

Ask us!


Report access issues here →

About this guide

This guide was written for Brian Spaid's fall 2016 course.

Organization of this course guide: 

There are three pages:

  1. Home:  this starting page provides links to sources to use for the project related especially to the situation analysis.  The sources are not specific to your product; and not all sources will work for all products. 
  2. Marketing mix:  this page focuses on three of the four marketing P's: price, place (distribution), and promotion.  Again, these sources are not specific to your product, and not all sources will work for all products.
  3. Products:  for each industry (NAICS code) assigned in class, this page provides links to a few sources directly relevant to the industries.  It's a "getting started" page!

Company annual reports

Primary source material for your new product marketing plan!

Public companies are required by law to provide a lot of information to the business world. In addition to a company's own website, two databases below will give you access to the annual reports of public companies. 

  • Mergent Online has both financials and annual reports, and can be used with any browser
  • Thomson One has more content:  more international companies; more financial analyst reports; and it has market and industry reports.  It requires that you use Internet Explorer version 10 (instructions on this are below, in the database description).

About those annual reports: 

There are two types, and they have different intended audiences!  Although there is considerable overlap between the two types, there are is also some unique content in each.  For larger, more consumer-oriented companies, the differences are likely to be greatest. 

  1. 10-K:   this report is the mandated disclosure document that the company files with the SEC.  Its organization and format are more functional and less aspirational.
  2. ARS, or Annual Report to Shareholders:  this report is sent to all current and potential investors.  It presents the company as the company wants to be seen.

Sections to look for:

You want to at least skim a good portion of one of these reports.  You will find many of the variables you've been charged with finding within these pages.  But here are two specific recommendations on sections to look at:

–   10-K:  the Management's Discussion and Analysis (which is sometimes repeated in the ARS).
–   10-K:  the business description (right near the beginning).
–   ARS:  the CEO's letter to shareholders.

About the Horizon Reports in Mergent Online:

For US companies only!
After doing a company search, look for the Horizon tab. Not all industries/companies have Horizon reports, but for those that do, you'll have hit the jackpot! Info on suppliers, customers, competitors and more, pulled out of the SEC documents for you ... 

Situation analysis

A couple of short definitions and a chapter all about it!

Note that there is some difference of opinion as to what constitutes micro vs. macro environment!

Now some resources for finding this information!  One major source will be the company's own annual reports.  The company's own documents are primary sources of information.

About the micro environment:

Suppliers, customers, distributors, production costs ...

These items are sometimes considered proprietary information (confidential, internal) by a company. For example, a company may keep confidential the names of its suppliers so that competitors cannot 'steal' them. 

But if there is a significant financial risk to the relationship, the SEC requires that the information be disclosed.

Where to look for these items? 

A close reading of the annual reports for your company may be the best bet. The other possible source is reporting on new contracts/relationships in the business news.

SWOT reports

Competition

Both of the databases below have quick lists of competitors.  The competitors listed will be the major ones, but the lists will not be comprehensive, nor will they necessarily cover all industries in which your company may have a presence.

Market share

Below are quick & easy, online sources for market share data ... two publications in the database Business Insights - Essentials, all of which reproduce data from other sources, mostly trade magazine articles. The links will take you to all entries in each publication:  use the Search Within boxes (upper left corner) to add your company name, product or brand to the search.

Online, but a little harder:

Passport has good coverage for consumer and packaged goods primarily (nothing for industrials or manufacturing), but can provide very detailed data on market share.  Market share by two different measures even:  by sales value and by sales volume. 

➤ Use the Categories & Topics Full Tree search menu!  The database contains market data on roughly 80 countries:  the Full Tree Search menu allows you to limit your results most effectively.

IBISWorld provides coverage primarily for the US.  If a keyword search fails (whether company name or product/service), be sure to browse through the NAICS code menu, as that can be a more reliable way to find reports.  Once in a report, look at both the Competitive Landscape and Major Companies tabs.

Customer analysis

Below are two online books which will provide overviews of the customers for various products.

For more detailed information, especially at the brand-level, you would need to use a consumer survey dataset.  These have a steeper learning curve, so be prepared to ask for help and spend some time on them.  Here are links to more information: