Skip to main content

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

Overview

These resources will help you with company specific information. They may supply the information needed for the following sections of the "Situational Analysis:"

1) Knowing the Company History and Profile

2) Mission Statement — Goals, Vision of the Company

3) Map a Portfolio Analysis

4) Know the Business Environment — PESTLE

  • Internal — Human Resources, Financial, Services, Production, Research, Corporate Culture

5) Conducting a SWOT Analysis

6) Competitive Environment — 5 Forces of Porter

7) Executive Team, Organizational Structure

8) Corporate Responsibility

Company Profiles

These resources are your best bets for finding company profiles and other information. Mergent Intellect and Business Insights: Essentials are good places to start for an overview that includes location and contact information, basic financials, and industry codes.


Mergent Intellect

Access to public and private U.S and international business data, industry profiles, facts and figures, executive contact information, and much more.


Business Insights: Essentials

Good for company chronology, company histories, market share reports, and rankings. SWOTS!


Hoover's Company Records

Company information including location, summary financials, top officers, competitors, and company history for public companies.


​Factiva

Provides access to company reports, global and U.S. newspapers, same-day newswires, and media programs.

Financials

Mergent Online is the best resource for finding company financials IF you're not able to come into the Business Library.

Bloomberg, Capital IQ, and Morningstar Direct are more complex financial resources, and you must be physically in the Business Library to use them. 


Mergent Online

  • Good source for U.S. company financials. Coverage of 10,000 public companies and their SEC filings. Current and historical U.S. annual reports in multiple download formats.
  • Our subscription includes access to Investext, which provides company and industry analyst reports from investment banks, consulting firms, and brokerage houses.


Morningstar Investment Research Center

A comprehensive stock database that includes financial data on companies traded on the New York Stock Exchange, NASDAQ®, and the American Stock Exchange.

SWOT Analyses

Strengths, Weaknesses, Opportunities, and Threats! A SWOT analysis is a great resource that gives you a quick overview of a company's strategic situation. Business Insights: Essentials offers SWOTs for public companies. Business Source Complete offers SWOTs for public and some private companies.


Business Insights: Essentials 
If your company is public, search for it by name or ticker symbol and then look for a link to 'SWOT Reports' from the results. Not all public companies will have SWOTs available.
 

Business Source Complete 
Select 'SWOT Analysis' from "Publication Type."