Course Number: BU352 Subject: Business Welcome to Laurier Library's Marketing Plan Assignment course guide for BU 352. This guide provides information sources to help you research and analyze each section of the Marketing Plan assignment: Market Trend Analysis, Environmental Analysis, Competitive Analysis, Segmentation Analysis and Consumer Buying Behaviour, and Financial Analysis. You may also want to visit the Business subject guide for additional resources that will help you develop your Marketing Plan and research your new product or service. You can find links to helpful video tutorials to the right under Key links. Use the links below to navigate to the different sections of this guide. Market trend research Environmental scanning research Competitive analysis research Segmentation analysis and consumer buying behaviour research Financial research Additional marketing resources Advanced guides for multiple industries Citing your sources Market trend research Key resources for finding information on market trends Key industry databases ABI/Inform Complete Locate industry reports, market reports, and articles. Enter the industry or market in the search box or search by NAICS code (found under the "More search options" heading). Narrow your results by source type/ document type/ location and/or publication date. IBISWorld Industry reports that include an industry outlook, an overview of the competitive landscape and key statistics. Search by keyword and limit to geography: Canada or U.S. Marketline Includes industry research and analysis, including Market Overviews. Learn how to conduct industry research using Marketline from this video tutorial. Passport Contains market research data, i.e. information on consumer lifestyles and market size. S&P NetAdvantage Comprised of detailed surveys for over 50 U.S. industries. Coverage includes industry trends and a guide to analyzing companies in each industry. To access> Click on the "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page. CIRC’s Associations Canada Canada's Information Resource Centre (CIRC) provides a listing of Canadian Associations. Associations can provide detailed information on their respective industry. N.B. Be sure to uncheck all databases, with the exception of Associations Canada. Article databases ABI/Inform Trade & Industry Contains trade and industry articles covering market trends, products, and companies CBCA Complete Includes articles from Canadian journals, magazines, and news resources Business Source Complete Provides business articles, case studies, industry reports, and market research data Factiva Global database of newspaper and other popular articles, excellent resources for consumer information and market trends. Key websites CANSIM Contains Canadian industry statistics Environmental scanning research Key resources for finding information on environmental factors Key databases ABI/Inform Complete Locate industry reports, market reports, and articles that discuss external factors impacting your product or service. Enter the industry or market in the search box or search by NAICS code (found under the "More search options" heading). Narrow your results by source type/ document type/ location and/or publication date. Marketline Provides industry research and analysis, including Five Forces Analyses. Learn how to conduct industry research using Marketline from this video tutorial. IBISWorld Industry reports that include an industry outlook, an overview of the competitive landscape and key statistics. Search by keyword and limit to geography: Canada or U.S. Passport Contains expert analysis on factors impacting markets, including social and demographic trends. S&P NetAdvantage Comprised of detailed surveys for over 50 U.S. industries. Coverage includes current market environment. To access> Click on the "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page. Thomson One Investext Includes SWOT analysis and industry research reports. Go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text. N.B. Be sure to change the report date to a longer period than the 90 day default range so as to retrieve a good selection of reports. **You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find industry analyst reports from this video tutorial. CIRC’s Associations Canada Canada's Information Resource Centre (CIRC) provides a listing of Canadian Associations. Associations can provide detailed information on their respective industry such as current market forces. N.B. Be sure to uncheck all databases, with the exception of Associations Canada. Article databases ABI/Inform Trade & Industry Contains trade and industry articles covering market trends, products, and companies CBCA Complete Includes articles from Canadian journals, magazines, and news resources Business Source Complete Provides business articles, case studies, industry reports, and market research data Key websites SEDAR Consult a Canadian company’s annual report for environmental factors affecting its respective market EDGAR Review annual reports of a U.S. company for environmental factors affecting its particular market Competitive analysis research Key resources for finding competitive intelligence and market share information Key industry databases IBISWorld Industry reports that include an industry outlook, an overview of the competitive landscape and key statistics. Search by keyword and limit to geography: Canada or U.S. Passport Includes information on brand competition, market sizes, company shares, brand shares, etc. LexisNexis Academic Allows the creation of a company list to compare companies operating in the same industry by specific industry classification codes. Above the search box, click "Search by Subject or Topic" > Click "Dossier(Company, Executive, & Industry)" > Select the "Create a Company List" tab> Enter SIC or NAICS Code(s) and any other criteria> Once search options are chosen, hit the "Create" button. Click "Customize" to customize the list. For step-by-step instructions, view the video tutorial Build a Company List. Marketline Contains industry reports that discuss competitors, market share, and Porter’s Five Forces analysis, i.e. degree of rivalry and new entrants. Learn how to use Marketline to find Five Forces analysis from this video tutorial. Market Share Reporter Provides comparative market share information. Thomson One Investext Includes industry reports with emphasis on an industry’s competitive landscape. Go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text. N.B. Be sure to change the report date to a longer period than the 90 day default range to retrieve a good selection of reports. **You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find industry analyst reports from this video tutorial. Article databases ABI/Inform Trade & Industry Contains trade and industry articles covering market trends, products, and companies Business Source Complete Provides business articles, industry reports, and market research data Key websites Industry Canada Provides Canadian industry reports and government publications on key sectors Segmentation analysis and consumer buying behaviour research Key resources for finding information on a market segment and consumer buying behaviour Key industry databases Marketline Contains industry reports that discuss Porter’s Five Forces analysis, i.e. buyer power. Learn how to use Marketline to find Five Forces analysis from this video tutorial. Passport Contains market research data, i.e. information on consumer spending patterns and market size Thomson One Investext Includes industry reports with emphasis on consumer spending. Go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text. N.B. Be sure to change the report date to a longer period than the 90 day default range to retrieve a good selection of reports. **You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find industry analyst reports from this video tutorial. CIRC’s Associations Canada Canada's Information Resource Centre (CIRC) provides a listing of Canadian Associations. Associations can provide detailed information on their respective industry. N.B. Be sure to uncheck all databases, with the exception of Associations Canada. Article databases ABI/Inform Trade & Industry Contains trade and industry articles covering market and product trends, consumer behaviour, and company information. Business Source Complete Provides business articles, industry reports, and market research information, including consumer buying trends. Key websites Census of Canada Locate Census profiles for specific geographical (market) areas, i.e. City of Toronto, Toronto Census Metropolitan Area (CMA), Province of Ontario, etc. National Household Survey (NHS) Find NHS Profiles that include data on topics such as Income, Occupation, and Education for specific Canadian geographical areas. CANSIM Provides Canadian socio-economic data such as neighbourhood income and demographics as well as population estimates. Survey of Household Spending (SHS) via <odesi> Provides data on expenditures such as household spending on food expenditures (Table 203-0028), as well as household equipment (Table 203-0027, Table 203-0031). For access: Select "Browse" link at top right. In new window, select "Consumer Surveys" at top left. Expand "Canada" and then expand "Survey of Household Spending (SHS)". Choose most recent year and then the title. Click "Metadata" then "Study Description" through to "Data Access" then click "Access Data here" (right pane). Or select CANSIM table: Survey of Household Spending - 3508 Financial research Key resources for finding financial information Key databases Passport Contains sales data and statistics (historical, current, and forecasts) for a variety of different products and services. Mergent Online Provides annual reports and company financials - i.e. income statements, cash flow statements. Run a company search> Select the "Company Financials" tab> From the drop-down menu, select "Balance Sheet", "Income Statement", "Retained Earnings", "Cash Flow" or "All Sections"> Click "Refresh". Adjust date range if needed. Also see "Business Segments" under "Company Details" for possible financial results for subsidiaries. The data can also be downloaded into an Excel format. Learn how to find company financials using Mergent Online from this video tutorial. Factiva Includes financial information on public companies, such as balance sheets and cash flow. Select "Companies/Markets"> "Company" > and enter a company name or symbol. Select "Financial Results" to choose various financial statements for the company in question. S&P NetAdvantage Comprised of detailed surveys for over 50 U.S. industries. Coverage includes a financial review of an industry-specific company, i.e. income statement analysis of a broadcast/cable company. To access, click on the "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page. Thomson One Investext Contains financial analysis, forecasts, and filings. Use the "Company Views" tab to access estimates, filings, and price charts. Or go to "Screening & Analysis"> "Research"> "Research Search" > search by SIC, NAICS or text to find analyst reports. N.B. Be sure to change the report date to a longer period than the 90 day default range to retrieve a good selection of reports. ** You must use Internet Explorer for full functionality of the database. Learn how to use Thomson One to find analyst reports from this video tutorial. Key websites SEDAR Review annual reports of Canadian companies for financial statements. EDGAR Review annual reports of U.S. companies for financial statements. GoogleFinance This website provides a broad range of information about stocks, public and private companies, including quotes, charts and estimates analysis. Search and display your company> scroll down and click on "More from Reuters" in the middle of the screen> click on the "Financials" tab at the top of the screen. YahooFinance Current and historical company information for companies listed on the major US and Canadian stock exchanges. Includes stock data, charting capabilities, performance, financial ratios (including beta), and comparable companies. Additional marketing resources Market Research World A UK based online portal that offers a number of online resources including reports and articles related to market research. Includes global coverage but with a strong emphasis on Europe. To locate market research articles and reports see the menu and select “Market Research Findings”, “Library of Research Articles”, or “Market Research News”. Nielsen Nielsen is a global information and measurement company that provides market research related reports. Coverage includes over 100 countries. When searching for relevant reports select “Insights” from up-top and then use the tool-bar on the left to narrow your results. Alternatively, you can enter in keywords into the search bar located at the top-right to locate relevant results. Most reports are available for free immediately, while others can be requested free of charge. Canada Business Network (Canadian Federal Government) Provides information on key marketing concepts, including a section on how to develop a marketing plan. Advanced guides for multiple industries BU 352 - Market Research Resources - Landscaping & Gardening BU 352 - Market Research Resources - Home Improvement BU 352 - Market Research Resources - Information Technology BU 352 - Market Research Resources - Smartphones BU 352 - Market Research Resources - Toys BU 352 - Market Research Resources - Beverages BU 352 - Market Research Resources - Beer and Liquor BU 352 - Market Research Resources - Watches BU 352 - Market Research Resources - Pet Products BU 352 - Market Research Resources - Beauty BU 352 - Market Research Resources - Insurance Citing your sources Laurier Library: Citation Styles