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MARK 20100 — Principles of Marketing (Jones)


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

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

4) Internal Environment – Corporate Culture, Firm Organization, HR Policies and Capabilities

6) Current Business Objectives, Corporate Culture

7) Executive Leadership and Vision, Value Proposition

8) Social Responsibility, Corporate Image, Significant Controversies (if any)

10) Financial Health of their Company, Products and Divisions, Stock Value and history

12) Portfolio Analysis- What products or companies do they own?


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.


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


Mergent Online is the best resource for finding company financials, especially 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. 

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."