Marketing

Company, Brand & Product Research Assignment

Company Website

Start your research on the Company/Brand/Product website. 

Explore:

• Press Releases
• Promotions
• Social Media Accounts
• Annual Reports (often found under “Investor Relations”)  

Company Information

Use the resources on the Company Information page on this LibGuide to research the Company and its Brand/Product you are studying.

• Business Source Complete
• Start with a search in Business Source Complete for a Company Profile and SWOT Report.
• Use the Company Profile and SWOT Analyses links on the Company Information page to browse for your company.
• Company Profiles reports include major product services, revenue, market value and competitors.
• SWOT Analyses detail a company’s strengths, weakness, opportunities and threats.

Industry Information

Research the Industry of your product with Business Source Complete’s Industry Profiles.

To locate the Industry Profiles use the browse link or Advance Search link on the Industry Information page of this LibGuide.

Audience Information

To research target markets, explore the demographic and market research links on the Audience Information page of this LibGuide.

General Business Sources

Search the following databases (all linked under the General Business Sources page) for articles on your Brand and Product:

• Business Source Complete
• Gale OneFile Business
• The Wall Street Journal
• The New York Times

Start your search in each database with a general keyword search of your Brand/and or Product and explore the results.

Next, try targeted searches by adding and/or combining one of the following terms with your Brand and/or Product name:

marketing	distribution strategy	weaknesses
market share	product strategy	challenges
market position	pricing	opportunities
brand equity	trends	threats
consumers	growth	innovation
distribution	strengths	promotion

 

 

 

 

 

 

 

Additional Search Tips:

Business Source Complete

• Sort your search results from Relevance to Date Newest to see the most current information.

Gale OneFile Business

• Use the Advanced Search to combine search terms in Keyword searches.
• Try sorting your search results from Relevance to Newest.
• Note the search results are sorted by Content Type.  The default is Academic Journals.  Remember to click on and view the results for Magazines and News in the SHOWING RESULTS FOR heading.

Wall Street Journal

• Use the link on the General Business Sources tab on this LibGuide and follow the onscreen instructions to create a Wall Street Journal (wsj.com) account using your capecod.edu email.
• Go through a series of prompts to customize your account preferences. You have an option to skip these prompts.
• Check your email inbox and click on the confirmation email.
• Once you have created your account, you can go directly to wsj.com to get access.
• Use the search box on the upper right to find articles on the Company/Brand/Product.

New York Times

• Use the link on the General Business Sources tab on this LibGuide and follow the onscreen instructions to create a New York Times account using your capecod.edu email.
• Go through a series of prompts to create your account.
• Use the search box in the upper left to find articles on the Company/Brand/Product.