MKT 338 - Strategic Marketing Management

The following is an expanded outline of the resources covered in the session in Milner Library.

Related Milner Library Guides

Printed Guides to Library Resources:
    Industry and Competitor Analysis
    Research a Company
    Market Research

Web Pages:
    Company Information
    Industry Analysis

Industry Analysis

Identify the industry – if not obvious, use a directory, like the Million Dollar Directory (Reference HC 102 .D801) or the S&P Register of Corporations (Desk Reference HG 4057 .A401) to identify and get NAICS/SIC codes

Identify the NAICS and SIC codes
For an explanation, see the NAICS and SIC Codes Web page.  NAICS codes are used to arrange data in the Economic Census.

Gather industry data - good starting points:
    S&P Industry Surveys  (Desk Reference HG 4905 .S64)
    Encyclopedia of American Industries  (Reference HC 102 .E53) and partially online
   IBISWorld - Provides in-depth industry data and analysis.
   Sources listed on the Industry Analysis Web page

Analytic Tools

Porter's Five Forces - Web sites that explain this analytic tool:
    Porters Five Forces by Themanager.org
    Porter's Five Forces - A Model for Industry Analysis by QuickMBA
    strategy - analysing competitive industry structure by tutor2u

PEST Analysis - Web sites that explain this analytic tool:
    PEST Analysis by marketingteacher.com
    PEST Analysis by NetMBA
    strategy - introduction to PEST analysis by tutor2u

SWOT Analysis - Web sites that explan this analytic tool:
    strategy - SWOT analysis -- Brief overview from tutor2u.com.
    SWOT Analysis -- Overview from MindTools.
    SWOT Analysis -- Overview from NetMBA.
    SWOT Analysis -- From QuickMBA.com.
    SWOT Analysis: Lesson -- Lesson from Marketingteacher.com with samples.
    SWOT analysis method and examples -- Good overview, with comparison to PEST analysis.

Company/Competitor Analysis

Start with your company, then research competitors the same way:

Print Resources

S&P Stock Reports (Desk Reference HG 4905 .S442)

Mergent Handbook of Common Stocks (Desk Reference HG 4905 .M81501)

For company history, use International Directory of Company Histories (Reference HD 2721 .I58)

Good concise overview:  Company Profiles for Students  (Reference HG 4057 .A15644)

Extend your search to the  Mergent Manuals, S&P Standard Corporation Descriptions, and other sources listed in the Industry and Competitor Analysis guide.

Online Resources

Company Information Web page

10-K Reports - Search the EDGAR Database 
Tips for searching are listed in the Searching EDGAR and Using 10-K Reports guide.

Company profiles in Business Source Elite

Company financial information in Academic Universe:  Hoover’s access, Worldscope, Thomson

Company’s own web page

Business Ratios
Use ratio analysis to compare your firm to competitors and the industry as a whole.

For articles consult one of the following indexes:
    Academic Universe - Business component
    Business Source Elite

To find full-text online, use the Citation Linker or FIND IT (from within an index)

Consumer Analysis

Sources listed in the Market Analysis section of the Market Research guide

Marketing Scales Handbook (Reference HF 5415.3 .B785 1992)
Describes and evaluates scales for use in survey research.

Developing the Market Plan

Business Plans Handbook (Reference HD 62.7 .B865)
5 volumes of sample plans, with a template to guide in plan creation.  Volumes 6-11 are available online.  Selected plans are also available from a free web site

Business Plans and Profiles section of the Small Business Web page.

SBDCNET - Small Business Information Center
Links to helpful sites and to specific business plans for various types of small businesses.

Small Business Sourcebook -- Reference HD 2346 .U5 S66 13th
Provides lists of resources on the topic of Business Plans (vol. 2, p.2267-2279)

For books in Milner Library, use the subject heading MARKETING PLANNING when searching the catalog.

Remember - No one has written your plan - You have to create it based on the information you have collected

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