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MARK 20100 — Principles of Marketing (Essig)

Industry Analysis

  • The following sources contain information about industries. 
  • Information available may include such things as background, trends, projections, market share, trade associations, sales figures, etc. 
  • The amount of information will vary by industry. 

The content may help you with the following sections of the "Situational Analysis":

1) Macro-Level External Environment – PESTLE - Political, Legal, Socio-cultural, Technological, Economic, Environmental 

2) Competitive Environment – Position in Industry, Strengths, Weaknesses, Threats, Power

3) Complete a SWOT ANALYSIS, Porter Model, BCG Portfolio Analysis or GE

5) Industry Analysis – Issues and Concerns, Market Size

11) Supply Chain, Logistics- How do they acquire their products



  • Research reports on industries in the United States
  • Information such as industry performance, outlook, products & markets, operating conditions, and competitors are included in the reports.


Business Insights: Essentials

  • Features industry profiles and essays.
  • A few ways to search:
    • By company name, then look at Industries section in the company profile
    • By industry name
    • Browse industries using Industries --> Industry Essays tab
    • By NAICS code
    • Check out the 'Plunkett Reports' from the Industries tab at the top of the screen


ABI/Inform Trade & Industry

  • Domestic and international industry reports as well as articles from trade journals.
  • Click on Browse, then choose First Research for a list of reports.
  • OR, select Advanced Search, type an industry keyword in the search box (e.g., video game, advertising, real estate, etc.), and look for the Document type: box down below.  Find Industry Report and check the box.  Click Search.  
  • Sections include things like Business Trends, Business Challenges, and Executive Insight