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MARK 20100/BASC 20250/MDMK 20100 — Foundations of Marketing (Essig)

Industry Analysis

These resources are your best bets for in-depth industry research reports and related content. The information available may include content such as background, trends, projections, market share, trade associations, sales figures, and more. The amount of information will vary by industry. One of the key items to look for in these reports is the list of industry/trade association websites. These are great places to discover more information, coming from an "insider" perspective. 

The content may help you with the following sections of the Situational Analysis from your Team Project Checklist:

1) Macro-Level External Environment – PESTLE/PESTEL - Political, Economic, Social, Technological, Environmental, Legal 

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

5) Industry Analysis – Issues and Concerns, Market Size

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

13) Use of the latest technology?



  • 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.

    Sample reports:
    • Warehouse Clubs & Supercenters in the US - April 2020
    • Supermarkets & Grocery Stores in the US - November 2020
    • Pizza Restaurant Franchises in the US - December 2019
    • Confectionery Wholesaling in the US - August 2020
    • Cereal Production in the US - August 2020
    • Coffee Store Franchises - May 2019
    • E-Commerce & Online Auctions in the US - May 2020
    • Fast Food Chicken Franchises - February 2021


Business Insights: Essentials

  • Features industry profiles and essays.
  • Great for finding out a company's primary industry.
  • 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

Mergent Intellect

  • Search for a company, then look at the Industry Details tab.
  • Click on the actual report icon to bring up the First Research Industry Report. Note that there may be multiple reports if your company is classified in multiple industries.
  • Sections include things like Business Trends, Business Challenges, Executive Insight
  • Call prep questions!
  • Sample reports:
    • Soft Drink Manufacturing (7/13/2020)
    • Automobile Parts Manufacturing (6/22/2020)
    • Apparel Accessories Manufacturing (7/13/2020)


ABI/Inform Trade and Industry

  • Domestic and international industry reports as well as articles from trade journals.
  • Click on Browse, then choose First Research for a list of industries to browse. 
  • OR, select Advanced Search, type an industry keyword in the search box (e.g., pizza, chocolate, etc.), and look for Document type in the box down below. Find Industry Report and check the box. Click Search.  
  • Sections include things like Business Trends, Business Challenges, Executive Insight
  • Call prep questions!