MGT 492: Management Analysis & Consulting -
Industry Situation Analysis
This assignment guide was created to assist students in locating sources to complete their industry situation analysis and company description and situation analysis reports.
The guide focuses on suggested strategies and best places to begin research efforts. For information & assistance in using any of the sources, please contact library staff:
INDUSTRY CODE:
Every business fits into a primary industry category as part of the North American Industry Classification System (NAICS).
The NAICS Code is what the government uses to identify all the firms that provide a specific product or service. That way they can be compared as a group. This number is useful for researching information about your industry in databases and reference books.
For example, a car wash fits into:
811192 Car Washes: "This U.S. industry comprises establishments primarily engaged in cleaning, washing, and/or waxing automotive vehicles, such as passenger cars, trucks, and vans, and trailers."
The number 811192 is what the government uses to identify all the firms that provide car washes (known as the North American Industry Classification System Code). That way they can be compared as a group. This number is useful for researching information about your industry in databases and reference books. NAICS has replaced the SIC System and was implemented with the 2002 Economic Census.
Begin by locating the NAICS Code that identifies the industry your business is a part of:
North American Industry Classification System (U.S. Census Bureau)
Once you find out what industry your business fits into, use the following databases and web sites to find out more about the value of the market, market size, forecasts, etc.:
Industry Profiles & Articles:
Business & Company Resource Center
A comprehensive database for industry and company information including company profiles, company brand information, rankings, investment reports, company histories, chronologies, and periodicals. Search this database to find detailed company and industry news and information. Coverage is from 1980 to the present.
- Click on the 'Industry' graphic from the database home page
- Enter the SIC Code or NAICs Code or Industry Description and click on 'Search'
- From the results list, click on specific industry overview sources.
- Review the tabs across the top of the screen for further information including news, investment reports, rankings, etc.
Business Source Premier
Full-text articles and images from over 7,000 periodicals and other sources covering business, marketing, and management, economics, finance, banking, accounting, and much more.
For industry articles:
- Click the ‘Advanced Search ’ tab at the top of the search page.
- Use the pull-down menu and select NAICS/Industry Code for your industry.
- Enter additional search terms as needed (demographics, trends, forecast, etc.)
For industry reports/overviews (not all industries will have these available):
- Click the ‘Advanced Search ’ tab at the top of the search page.
- Look at the ways to limit searches at the bottom of the search page. Find the search box for NAICS/Industry Code. Enter the NAICS Code for your industry.
- Next, find 'document type'. Choose 'industry overview'.
- Click the 'search' button at the top of the screen.
Economic Census
The Economic Census profiles American business every 5 years, from the national to the local level.
- Use the pull-down menu to select a 'Report by State' .
- Begin selecting data by clicking on the report indicated by the first two numbers of your NAICS code.
- Click on the 'More' links to fully open the parts of the report you need.
- When you are viewing the industry report you need, look to the top right of the page. Narrow the report by county, city, or metro area.
For an overview of a specific industry for the U.S. market, refer to the Economic Census' Industry Series and locate the NAICS code.
Other Census Sources of Industry Information:
U.S. Census Bureau Economic Programs
County Business Patterns
Industry Snapshots
Statistics of U.S. Businesses
I3: Industry Specific Information (Fuld & Company)
The Fuld & Company Internet Intelligence Index (I3) provides information for competitive intelligence research. Scroll down the page to Industry-Specific Resources for links per industry category.
Proquest Newspapers (Includes Barron's and the Wall Street Journal)
For Industry News:
- Click on the 'Advanced Search' tab at the top of the search page.
- In the first search box, use the pull-down menu and select 'NAICs Code' and enter the numerical code for the industry the company operates within.
- In the remaining search boxes, use 'Citation and Abstract' and enter any additional keywords that will help narrow your results.
- If you want the articles to come from a specific publication such as the Wall Street Journal, enter the publication title in the form under 'More Search Options'.
- Click the gold 'search' button.
Standard & Poor's Industry Surveys via S&P NetAdvantage
Hundreds of industries are profiled and analyzed. Current trends are discussed and leading companies identified. Discussions are illustrated with graphs and tables. Other sources of information are listed for each industry.
- At the top right of the screen, see the Publication Search box .
- Select 'Industry Survey' from the Select Publication drop-down menu.
- Select ticker or company name from the Search By drop-down menu.
- Enter your company's name or ticker symbol in the text box and click on the gold arrow.
- When the Industry Survey section appears on the screen, choose PDF format from the left menu bar.
- Also review other industry sources listed at the bottom of the left menu bar.
Note: If you do not find your industry using the company or ticker symbol search, go to the S&P NetAdvantage home page and look to the right side of the page for 'Quick Links'. Use the drop-down menu to select an industry description.
Note: Refer to the NetAdvantage User Guide for information on how to search the database.
Yahoo! Finance
Provides an industry market summary as well as major industry news, a list of the top performers, industry statistics, and a company index.
Trade Associations:
Many industry trade associations have a home page on the Internet. Data, news, and reports may be located on their site.
Business and Company Resource Center
Brings together in a single database company profiles, company brand information, rankings, investment reports, company histories, chronologies, and periodicals. Search this database to find detailed company and industry news and information.
To search the Encyclopedia of Associations :
- Click on the 'Advanced Search' graphic from the main screen.
- From the 'Content Area' pull-down menu, select 'Associations' .
- In the first search box, enter your keyword or industry description. Use the pull-down menu to select 'Full-text'.
- Click on the 'Green' search button at the bottom of the screen.
Company & Industry Ratios :
Mergent Online
Specific Company Ratios + Industry Averages
I. To run a report that provides annual ratio data for a specific company:
- Do a 'Basic Search' for the company name or ticker symbol.
- Click on the company name on the next search screen.
- Click on the 'Ratios' tab across the top.
- Use your browser print to print the page or click on the 'Download to MS Excel' button.
II. To run a report that provides average ratio data for an industry:
- Do a 'Basic Search' for the company name or ticker symbol.
- Click on the company name on the next search screen.
- Click on the 'Create Reports' tab across the top.
- Next, click on 'Comparison Reports'.
- Choose, 'Compare Company Against Industry'
Follow the strategy listed below to complete the 'Comparison Reporting Selection Screen':
- In #1 Peer Group Selection choose NAIC as the classification and either Worldwide or Target Country USA as the scope.
- In #2 Select Comparison Report Type select 'All Companies'
- Check off 'Use Extended Report Items'
- In #3 Report Item Selection -
select 1 or more years (to select more than one year, hold the shift key and click the years needed)
check off 'include average in heading' to the lower left
Using the category pull-down menu, select 'Ratios'
Use the sub-category pull-down menu to select one of more ratio types (for each ratio, see the green button to the right 'Add Report Item'
- Review information and click 'Create Report'
- When the report appears, see the top right of the screen to print or download to Excel
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Last Updated: 9/16/09 DLH
