Industry Information - MARK 20100/MDMK 20100/BASC 20250 — Foundations of Marketing (Olsen) - Library Guides at University of Notre Dame

Industry Analysis

Resources on this page provide access to macrolevel industry reports analyzing various aspects of industries under which a product will be classified. When searching for industry information, it is best to identify the broadest category area under which a product falls (e.g. a tennis racket would be considered sports equipment). This will give you a report on companies and products of a similar categorization. Topics included in these reports which will heavily influence recommendations in your strategic marketing plan are as follow:

Competitive Environment - Major companies and the percentage of the market they own.
Segmentation - Major product categories and their performance within an industry.
External Macro Level factors - Legal, economic, and political issues facing an industry. Factors that makeup the context in which your business or product operates.
Supply Chain and Collaborators - How are products created and acquired within the industry? Which industries cooperate in this process? Useful information for pricing.

Recommended Resources

IBISWorld
Provides access to broad research reports covering various aspects of industry research. Works best when searching with broad keywords, typing slowly allowing the database to autocomplete for suggestions. When looking into a particular product or company, be sure to look at multiple reports as they may fall within multiple categories.

Sample Reports:
- Online Designer Clothing Sales in the US
- Oil Drilling & Gas Extraction in the US (21111) - April 2020
Mergent Intellect
Search for a company by name, and then check the Industry Details Tab to see available industry reports. Click the report icon to bring up a First Research Industry Report. There may be multiple reports if your company is active in multiple industries.

Sample Reports
- Wireless Telecommunications Services (06/15/2020)
- Wireless Telecommunications Equipment Manufacturing (05/11/2020)
- Pharmaceutical Manufacturing (05/27/2020)
ABI/IINFORM Trade and Industry
Click on Browse, then choose First Research for a list of reports. Sections of reports include topics such as business trends, challenges, and executive insight. These reports also have prep questions for potential interviews for the future!
Business Insights: Essentials
Features industry profiles and essays. Easily searchable by either company name or selecting the Industry dropdown for available industry specific content.

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

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