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BUS 306: Principles of Marketing

Starting your research

Your company's websiteGlobe with computer mouse

  • Usually, the first stop in researching a company.

How to read a 10-KExchange Commission emblem

  • Advice from the U.S. Securities & Exchange Commission.

The 20-F filing

  • Non-U.S. companies traded on U.S. exchanges (e.g., Toyota Motor Corporation) use form 20-F in place of the 10-K.

Finding a company's 10-K

  • The company's website
    • Check under "Investors" or "Investor Relations" or "About"
  • Search EDGAR
  • Use the library database Mergent Online
    • Enter a company to search
    • On results, select tab labeled Filings

SWOT

SWOT Analysis

For help in building an insightful and persuasive analysis, it might help to break down SWOT into two parts.

Part 1: Strengths and Weaknesses

  • This is usually the internal part of the analysis where you will focus on your company. Useful information sources include company reports, company government filings (e.g., 10-K), and articles. 

Part 2: Opportunities and Threats

  • Ths is the external portion of the analysis where you will focus on the industry in which your company operates. Information sources include industry reports, articles on your industry, and industry trade associations. 

MarketLine Company ProfilesMarketLine report coverpage

  • Includes SWOT analysis on select companies
  • Important: Do not copy SWOT and do your own analysis
  • From the library's Business Source Premier database.

GlobalData Financial and Strategic    SWOT Analysis Reviews

  • Includes SWOT analysis on select companies
  • Important: Do not copy SWOT and do your own analysis
  • From the library's ABI/INFORM Collection database

IBISWorld Industry ReportsHomepage

  • The report section Industry at a Glance includes an industry SWOT analysis
  • Over 1,200 U.S. industries

First Research industry report cover page

First Research Industry Profiles

  • U.S. focus
  • Search by NAICS and/or keyword
  • From the library's ABI/INFORM Collection database

 

Competitive analysis

IBISWorld Industry ReportsHomepage

  • Check the sections labeled Competitive Landscape and Major Companies

Market Share Reporter

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Short video on the Market Share Reporter

Demonstrates three types of market share searches using the online resource, the Market Share Reporter.

MarketLine Company ProfilesMarketLine report coverpage

  • Check the Top Competitors section within each company profile
  • From the library's Business Source Premier database.