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Strategic Marketing Intelligence for Business Success

Access resources for marketing intelligence and technology at UMass Dartmouth Library, offering assistance in marketing strategic plans, company analysis, industry trends, and competitive analysis. Utilize various databases and tools to create impactful marketing campaigns.

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Strategic Marketing Intelligence for Business Success

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  1. Business Resources forMarketing Intelligence & Information TechnologyMKT 330 Kate Randall Haley Librarian, Business & Economics University of Massachusetts Dartmouth Claire Carney Library

  2. Key Points of Contact • Business & 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

  3. Business Research: Marketing Strategic Plans • Company Analysis • Industry Analysis • Competitive Analysis • Customer Analysis • Financial Data

  4. 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

  5. Marketing Plans • Marketing 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

  6. Business Information • Devise a strategic marketing action plan using the process of environmental scanning. • Library secondary resources are critical to this process.

  7. Business Information • Choose a public company • Assess industry trends • Locate financial and market information • Identify competitors • Analyze consumer behavior & trends • Library resources are a combination of electronic and print materials. The “E” library is available 24 hours a day.

  8. UMD Library Resources • Library Course and Subject Guides: • Finding Business Information in the Library • International Business Resources • WWW Resources for Business & Industry

  9. UMD Library Resources • Library Articles and Databases • Choose a public company • Hoover’s Company Records • Mergent Online • Industry Reports • Standard & Poor’s NetAdvantage • Stock Reports • Industry Surveys

  10. UMD Library Resources • Identify 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

  11. UMD Library Resources • RDS Business Reference Suite • Business & Industry Database • Business & Management Practices • TableBase • InfoTrac Search Bank • General Business File

  12. UMD Library Resources • Mintel Reports: Market Research and Consumer Intelligence • Company Directory databases: • CorpTech “Explore” database • Reference USA: Business

  13. Industry Analysis • Industry overviews: from Library databases and print reference resources • Standard & Poor’s NetAdvantage • Industry Surveys • Mergent Online Industry Reports • Value Line Investment Survey • RESERVE HG 4501 .U26

  14. Industry Analysis

  15. Industry Analysis

  16. Industry Analysis • Industry 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.

  17. Industry Analysis

  18. Industry Analysis

  19. Industry Analysis

  20. 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

  21. Competitive Analysis

  22. Competitive Analysis

  23. Competitive Analysis

  24. 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.

  25. Competitive Analysis • s

  26. Competitive Analysis

  27. 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

  28. Customer Analysis • Use 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

  29. Customer Analysis

  30. Customer Analysis

  31. 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 FactFinderhome page.

  32. Customer Analysis

  33. Customer Analysis

  34. 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 $

  35. 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

  36. Financial Analysis

  37. Financial Analysis

  38. Financial Analysis

  39. Financial Analysis

  40. Financial Analysis

  41. Financial Analysis

  42. Financial Analysis • Private 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 Records • CorpTech “Explore” database • Reference USA: Business

  43. Financial Analysis

  44. Financial Analysis

  45. Financial Analysis

  46. 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 RatiosRESERVE HF 5681 .R25 annual • RMA Annual Statement Studies RESERVE HF 5681 .B2 R6 annual

  47. More information • Questions?? • If you need to make an appointment • Kate Randall Haley can be reached at • Email KRandall@umassd.edu • telephone 508.999.8670 • the Reference Desk

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