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MKT 477: Export-Import Management: Competitive Analysis/Industry
Secondary/Data Sources

This assignment guide was created to assist students in locating secondary/data sources for the course related project.

The project focuses on the research required to determine the feasibility of importing or exporting the chosen product. The project covers competition, pricing, shipping, advertising and promotion, legal contraints as well as country research.

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:

• In person, at the MCOB Library Service Desk
• By phone @ 251-414-8067
• By email @ dlharrington@usouthal.edu

For specialized assistance, please contact the Business Reference Librarian to set up a consultation appointment:

• By phone @ 251-460-7998
• By email @ dlharrington@usouthal.edu

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Introduction	Competitive Analysis/Industry	Marketing Plan/4 P's
Country Analysis	Demographics/Target Market	Advertising/Promotion
Export/Import	Brand/Product	Citation Style Guides

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Market Analysis :

[Some of the sources below will offer global industry reports. Many offer U.S. industry reports only.]

Business & Company Resource Center
Global industry reports
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.

If you already know the SIC/NAICs Industry Code: 

• 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.

If you don't know the SIC/NAICs Industry Code: 

• Click on the 'Company' graphic from the database home page
• Enter a company name, that is part of the industry you want to research, choose 'ultimate parent', then click on 'Search'
• From the results list, click on the specific company. 
• Review the tabs across the top of the screen and click on 'Industry Overview'.
• Choose the specific SIC/NAICs Code from the list as needed.
• 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 (EBSCO)
Global industry reports

For industry profiles (not all industries will have these available):

• Click on the 'Advanced Search' tab at the top of the search page.
• Scroll down and find the dialogue box for NAICS/Industry Code.  Enter the NAICS Code for your company.
  Note: The NAICS Code for your industry can be located from the Census Bureau
• Use the second pull-down menu to select 'Geographic Terms' and enter your country name.
• Click the 'search' button at the top of the screen.
• Scan the top of the results list for a link to 'Industry Profiles'.

Country Commercial Guides
Global industry reports

The Country Commercial Guides publication for each country can be obtained through the Export.gov website.  Click on the link to the left 'Market Research'; choose the link 'country and industry reports'.  You will be asked to register as a Student/Researcher.  Once registered, choose the country and report type 'Country Commercial Guides'.  *The 'Marketing US Products & Services' chapter in these guides are excellent and provide an overview of how to set up business for that country.  *The 'Business Travel' chapter provides cultural and customs information.  Other report types include:  Industry Sector Analysis, International Market Insight, Multilateral Development Bank Report, Market Research - International, Market Research - Global, Trade Directory and Events.

Economic Census  
The Economic Census profiles American business every 5 years, from the national to the local level.  The value of the market in a specific geographic location can be determined using the following strategy:

Step I:  Find the NAICS code for your specific industry from the NAICS website by entering a keyword search to the left of the screen.

Step II:  Find local, state, data for your industry:

• Economic Census
• 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.
• Once on the industry report you need, look to the top right of the page.
• You can search 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.

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.

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.

STAT-USA Database/USA Trade Online Database:
Global industry reports

The STAT-USA (Globus & NTDB) Database provides access to widely used government publications focused on international trade, country analysis, and economic data. 

USA Trade Online is another database available through STAT-USA.  It provides US export and import information on more than 18,000 commodities world wide. 

The STAT-USA/USA Trade Online Databases are only available in the MCOB & University Library.  Please ask the desk staff to sign you in.

• After the desk staff signs you in, click on the link to Globus/NTDB.

• Look for the category heading 'Market and Country Research'.

• For country overviews: click on the links to 'Country Commercial Guides' & 'Country Background Notes'. 
  
  Note:  Economic profiles & 'How to market in a specific country'  are covered in 'Country Commercial Guides.'

• To determine how a particular product or industry is progressing in your country: click on the links to 'Industry Sector Analysis Report'--browse by country name, 'International Marketing Insight Reports'--browse by country name, and 'Best Market Reports'--browse by industry topic.

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Last Updated: 2/10/08 DLH