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Information for Marketing Resources

Marketing Strategy Research

Before you start your research, read through the project requirements to focus on the questions you need to address. Some questions will be covered by multiple databases, while other questions will require you to interpret or analyze what you know about the company.  

This page includes links to a few of our business databases, tips on finding information within those databases, and guided tutorials and videos on how to access the materials.

Mintel Market Reports for MKTG 605

Use the Mintel Market Reports for:

  • Overview of Industry and Market 
  • Competitor Analysis and Strategy Assessment 
  • Customer Analysis


  • Try searching with broad terms for reports. Narrower terms will bring back smaller report sections.
  • Try searching the name of the company to see what reports it is featured in.
  • Sample keywords: Wayfair, furniture
  • Look at the market tab in a report: Useful for market overview 
  • Look at the consumer tab in a report: Useful for customer analysis
  • Look at the brand/company tab in a report: Useful for competitor analysis

IBIS World for MKTG 605

Use IBIS World reports for:

  • Overview of Industry and Market 
  • Market Attractiveness and Drivers for Change
  • Industry Attractiveness
  • Key Success Factors for Competitive Success


  • If your product or service fits multiple industries, try a few different searches to find all the reports you need.
  • If you are unsure what industry your product or service fits in, use a similar, well-known company as a search term. Many times it will pull up the related industry report. 
  • Industry Performance and Industry Outlook tabs in the reports are useful for an overview of where the industry is, and where it is going
  • Competitive Landscape tab is useful for key success factors
  • Products & Markets and Operating Conditions tabs are useful for industry and market attractiveness

Business Source Premier for MKTG 605

Use Business Source Premier database for:

  • Competitor Analysis and Strategy Assessment 
  • Value Proposition for One Competitor 


  • Try different search terms: Add keywords to describe your product or service
  • Use date filters to find more recent information
  • Use the company profiles tab at the top to look at reports about select companies - this will be useful for competitor analysis and company value proposition.
  • To see a SWOT analysis of select companies, look for them in the company profiles, or do a keyword search on the main page with the company name and SWOT

Marketing Strategy Reads