Business Resources for

Marketing Intelligence & Information

TechnologyMKT 330

Kate Randall HaleyLibrarian, Business & EconomicsUniversity of Massachusetts DartmouthClaire Carney Library

Key Points of ContactBusiness & Economics Librarian

– Kate Randall Haley– 2nd floor library, ext. 8670– KRandall@umassd.edu

UMass Dartmouth Library Reference Desk– 2nd floor library, ext. 8678– Reference@UMassD.edu– Live Chat service

Business Research: Marketing Strategic PlansCompany AnalysisIndustry AnalysisCompetitive AnalysisCustomer AnalysisFinancial Data

Marketing Plans Strategies for the Green Economy: Opportunities

and challenges in the new world of business / Joel Makower & exclusive market research by Cara Pike– HF5413 .M45 2009

Do it Wrong Quickly: How the web changes the old marketing rules / Mike Moran

– HF5415.1265 .M6646 2008 Powerhouse Marketing Plans: 14 outstanding

real-life plans and what you can learn from them to supercharge your own campaigns / Winslow Johnson – HF6415.13 .J5878 2004

Marketing PlansMarketing your business : a guide to

developing a strategic marketing plan / Ronald A. Nykiel

– HF5415.135 .N957 2003 Marketing plans that work : targeting growth

and profitability / Malcolm H.B. McDonald, Warren J. Keegan

– HF5415.13 .M3154 2002 How to develop a strategic marketing plan : a

step by step guide / Norton Paley

– HF5415.135 .P33 2000

Business Information

Devise a strategic marketing action plan using the process of environmental scanning.

Library secondary resources are critical to this process.

Business InformationChoose a public companyAssess industry trendsLocate financial and market

informationIdentify competitorsAnalyze consumer behavior & trends

Library resources are a combination of electronic and print materials. The “E” library is available 24 hours a day.

UMD Library ResourcesLibrary Course and Subject Guides:

– Finding Business Information in the Library

– International Business Resources – WWW Resources for Business & Industry

UMD Library ResourcesLibrary Articles and Databases

– Choose a public company• Hoover’s Company Records• Mergent Online

– Industry Reports

• Standard & Poor’s NetAdvantage– Stock Reports– Industry Surveys

UMD Library ResourcesIdentify technological, political-legal,

economic, social-cultural and competitive environments using these resources:– ProQuest Direct

• ABI/Inform Global• ABI/Inform Trade & Industry• ABI/Inform Dateline• Massachusetts Newspapers• National Newspapers

UMD Library Resources– RDS Business Reference Suite

• Business & Industry Database• Business & Management Practices• TableBase

– InfoTrac Search Bank• General Business File

UMD Library Resources

– Mintel Reports: Market Research and Consumer Intelligence

– Company Directory databases:• CorpTech “Explore” database• Reference USA: Business

Industry AnalysisIndustry overviews: from Library

databases and print reference resources

Standard & Poor’s NetAdvantageIndustry Surveys

Mergent Online Industry Reports

Value Line Investment SurveyRESERVE HG 4501 .U26

Industry Analysis

Industry Analysis

Industry AnalysisIndustry overviews: Library databases and

print resources

Update the information from S&P and Mergent with current articles from the ABI/Inform databases: Global, Trade & Industry and Dateline; from the RDS databases: Business & Industry, Business & Management Practices, and TableBase; and from InfoTrac’s General BusinessFile.

Industry Analysis

Industry Analysis

Industry Analysis

Competitive Analysis

Use ABI/Inform, RDS and InfoTrac databases to search for the specific competitors by company name that you identified from the industry overviews and focus on:– product development– market trends– pricing– promotion– distribution

Competitive Analysis

Competitive Analysis

Competitive Analysis

Competitive Analysis

Use the company directory databases Reference USA: Business and CorpTech “Explore” to search for specific competitors by company name, industry area, zip or area code, town, or state.

Don’t forget to start with the local telephone directory “yellow pages” for your most basic analysis.

Competitive Analysis

– s

Competitive Analysis

Customer Analysis

Use print Library resources to examine the characteristics of your potential customers.

– Demographics USA (County and Zip Code

editions) REF HF 5415.1 .D46 – LifeStyle Market Analyst

REF HF 5415.33 .U6 .L54– Massachusetts Municipal Profiles

DESK REF HT 123.5 .M4 M397

Customer AnalysisUse Mintel Market Research and

Consumer Intelligence database in addition to current articles from ABI/Inform, RDS and InfoTrac databases, as well as U.S. Census Bureau data to assess consumer behavior, trends and market influences.

– Mintel Reports– ABI/Inform Global– Business & Industry– Business & Management Practices– General Business File

Customer Analysis

Customer Analysis

Customer Analysis

– Census Bureau data can include information on individuals from the Census of Population, or on industries such as County Business Patterns. Go to www.census.gov .

– The American FactFinder gives fast access to population, income, etc., using city or zip code searching, and offers detailed data as well. Go to the FactFinder home page.

Customer Analysis

Customer Analysis

Financial Analysis

Public company data is readily available. Use Library resources to retrieve more detailed information.

Mergent Online– 10K: Description of Business,

Management Discussion

Standard & Poor’s NetAdvantage– Stock Reports

Value Line Investment Survey RESERVE HG 4501 .U26

Financial Analysis

Mergent Online– Use the EDGAR search feature to retrieve

the most recent 10K; download the Description of Business and Management Discussion sections in particular

Standard & Poor’s NetAdvantage– Stock Reports on your company and on

publicly held competitors give added value to your analysis

Financial Analysis

Financial Analysis

Financial Analysis

Financial Analysis

Financial Analysis

Financial Analysis

Financial AnalysisPrivate company data is more difficult to

acquire. Use Hoover’s and the directory databases to assess ranges of sales figures and numbers of employees for your privately-held competitors.

Hoover’s Company RecordsCorpTech “Explore” databaseReference USA: Business

Financial Analysis

Financial Analysis

Financial Analysis

Financial Analysis

Use print Library resources to evaluate standardized balance sheet and income statement data as well as ratios for companies within various industry areas using NAICS codes. – Leo Troy Almanac of Business & Industrial

Financial Ratios RESERVE HF 5681 .R25 A44 annual

– D&B Industry Norms and Key Business Ratios RESERVE HF 5681 .R25 annual

– RMA Annual Statement Studies RESERVE HF 5681 .B2 R6 annual

More information

Questions?? If you need to make an

appointmentKate Randall Haley can be

reached at– Email KRandall@umassd.edu– telephone 508.999.8670– the Reference Desk