BMRT 21050 Fundamentals of Marketing Technology

Things to consider about Corporate Mission Statements:

• Not all companies – especially small companies – perform a formal strategic plan. 
• Small businesses may not publish a mission statement.
• It’s easier to find information about companies if their stock is traded on a public stock market.  It’s more difficult to find information about privately-owned companies.
• Companies that are owned by other companies are essentially privately-owned.  You may need to check the parent company for any information.

Try these resources to identify a company's Mission Statement:

• Visit the company website
• Read the company's annual report
  • Access the Mergent Online database
  • Use green menu tabs & select Annual Reports or Company Reports
• Read a MarketLine Report, if available
  • Access the Business Source Complete database
  • Scroll down search page and find a specific search box labeled Company/Entity; key in company name 

To build a SWOT analysis, review Industry Profiles, Company Profiles, and Competitor Profiles

Useful databases for Industry Profiles

• IBISWorld 

  Organized by NAICS code, offers lengthy research reports.
  Access is available for Kent Campus only. For assistance, contact your Subject Librarian

• Business Source Complete 

  Scroll down search page to search by NAICS and Document Type: Industry Overview

• Factiva 

  To obtain as Industry Snapshot, click on Companies/Markets > Industry. Select from Industry list.

Useful databases for Company & Competitor Profiles

• Factiva 

  To obtain a Company Snapshot, click on Companies/Markets > Company. Key the company name in the search box.

• Business Source Complete 

  Search company name and specify "CO Company Entity." Limit results by Document Type: Company Report

• Mergent Online / Investtext 

  Search reports written by analysts at investment banks, brokerage houses, and consulting firms. Reports cover financials and analysis on companies and select industries.

• Market Share Reporter Online 

  Search annual compilation of reported market share data on companies, products, and services.

• Mintel Market Research Reports 

  Provides research reports covering European, U.K., and U.S. consumer markets. The reports analyze market drivers, sizes and trends, market segmentation, along with consumer attitudes and purchasing habits.

Look for articles and information in the Business Source Complete database, the RKMA Market Research Handbooks, Mintel Market Research Reports database, and Market Research Reporter online.