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Marketing Information: Case Studies: Competitive Analysis

This guide is designed to assist you in finding library and publicly available resources for completing your marketing case study.

Books in Shepard Library

  • Market Share Reporter    Call #-REF HF5410.M37-comparative business statistics for the top companies in each industry.
  • Handbook of Marketing Research Call#- REF5415.2 .H286 2006-explores approaches for delivering market insights for fact-based decision-making.
  • Annual Statement Studies Call # REF HF 5681.B2.R6-contains composite financial data on manufacturing, wholesaling, retailing, service and contracting lines of business.

Competitive Analysis

The resources below will help you identify competitors. Once you have done that use the resources listed under Company Information tab to research those competing companies.

Business Source Complete-to identify competitors, consider searching in this database (and others) on the name of your company and the phrase "market share"

Mergent Online- search for a company and click on the "competitors" tab to see a list of competitors within the industry. You can then create a comparison report using the Company Analysis feature.

IBISWorld - provide comprehensive and up-to-date collection of US Industry Research covering more than 700 Industries at the 5-digit NAICS codes. It includes factual and easy-to-use reports on any industry in the US economy and identifies competitors.