MKT 425 Marketing Strategy: Research Resources

North American Industry Classification System (NAICS)

• Use this site to find the NAICS code for the industry.

• Use the primary NAICS code to find a list of public companies and private companies in the industry.
• Use the list of companies to identify competitors and research competitive companies.
• Use the public companies' annual report (10K) to research the industry environment.

• Use the newspapers to research industry trends, new technology, legal issues, political trends, social trends

• Search the content with the NAICS code you have identified. If you cannot find enough content, search the keywords from NAICS code descriptions. 
• In the left column of the search result, limit the source type to industry profiles to find reports on industry environment.
• Limit the source type to product reviews or trade publication to find new product development trends, industry and market trends.
• Limit the source type to SWOT analysis to identify some competitors and review the Opportunity and Threat section to analyze the external environment.

• Use Gartner to find new technology trends in your industry.

• Click my reports, and then "all my reports" to view a list of reports that are subscribed by the Library.
• Mintel reports cover mainly consumer goods and general consumer demographic trends and consumer behavior.  

• Use tthe NAICS code to examine he Census Data from American Factfinder and evaluate market size, industry size and competitive landscape.