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MARK 20100/BASC 20250/MDMK 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":

4) Knowing the Business Environment — PESTLE

  • External — Economic, Legal, Natural, Technological, Social, and Demographic



  • 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:
    • Pizza Restaurants in the US - March 2019
    • Confectionery Wholesaling in the US - July 2019
    • Coffee Store Franchises in the US - May 2019
    • Warehouse Clubs & Supercenters in the US - December 2019
    • Motorcycle, Bike & Parts Manufacturing in the US - June 2019


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!


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!
  • Sample reports:
    • Fast-Food & Quick-Service Restaurants (8/26/2019)
    • Footwear Manufacturing (8/19/2019)
    • Aerospace Products & Parts Manufacturing (1/14/2019)