MKTG 341: Marketing & Creativity (Liu)

Welcome to the research guide for your class!

• On 3/13 during your class session you'll be learning about databases you can use for a marketing plan
• You'll get to do activities based on the pizza industry
• Download and follow the worksheet for the class session
• I'll do some demos and Prof. Liu and I will help answer your questions as you search.
• Looking forward to working with you today and anytime to help with business research questions!

-Shana the Biz librarian

Your search: Local pizza stores in the Towson area to create a list of direct competitors

PROTIPS:

• Locate 1 known competitor and identify the relevant SIC or NAICS codes. Then use the code(s) to generate your list
• Explore Advanced Search mode to finetune your search
• Use database tools to export results

Research the following using the Statista database:

• Is the industry emerging or mature?
• Is the business environment good/bad?
• What might be the potential sales/profit?

PROTIPS:

• Search by company, brand, industry, and/or product
• Use database tools to save results

Get the bigger picture on your own industry by using the IBIS World database of industry information

PROTIPS:

• Search by industry/product, NAICS industry code, and/or larger competitor
• Alternatively, browse for the relevant industry (Industry Research menu > US Industry Reports or > US Specialized Industry Reports)
• For info on other industries (supply chain), look towards the bottom of the Competitive Position section (navigate on the lefthand menu)
• For regulation & policy information, navigate to External Environment on the lefthand menu
• To save the report, look for the download icon on the right side of the screen

Take a step back and focus on your own business:

• Are there any must-know news/trends?
• Any specific news about my main competitors?

PROTIPS:

• Search for companies, brands, products, and/or trends or customer categories, alone or in combination
• Use AND in between different concepts in your search, example: pizza AND gluten-free
• Alternatively, use the various subject tags below the search box to narrow your search
• Narrow your search with the lefthand panel of the results screen as needed
• To save your results: use database functions for save, RTF, or PDF
  (if the article opens in a new tab, you can save the web address)

Search for companies, brands, products, and/or trends or customer categories, alone or in combination
 

PROTIPS:

• Use AND in between different concepts in your search, example: pizza AND gluten-free
• Alternatively, use the various subject tags below the search box to narrow your search
• Narrow your search with the lefthand panel of the results screen as needed
• To save your results: use database functions for save, RTF, or PDF (if the article opens in a new tab, you can save the web address)

For steps and resources for Simmons, see the worksheet