MKTG 302 | Foundations of Marketing | Sciglimpaglia

You are here

Start Here & Survey (MKTG 302)

Business Plans

Business Planning

Check out the following resources to learn more:

Selected Library Resources (see library catalog for more):

**You must be logged in to the library if you are off campus to access e-resources**

Business plans handbook : a compilation of actual business plans developed by small businesses throughout North America.
Library, Reference, HD62.7 .B865, Vols 1-7
Electronic Resource: Business Plan Handbooks

Image of Ebook    The One-Hour Business Plan: The Simple and Practial Way to Start Anything New [eBook]
   John McAdam

 

 

The Ernst & Young Business Plan Guide
Library,  4th Floor Stacks,   HD62.5 .S556 2007
Brian R Ford

Image of an Ebook   How to Write a Business Plan [eBook]
   Brian Finch

 

 

U.S. Small Business Administration:

How to Write a Business Plan (web source) | US Small Business Administration

Learning Center offers Webinars (Web source) | US Small Business Administration

California Governor's Office of Business and Economic Development:

Start a Business (web source)

Situation Analysis

Marketing Environment

Want the latest Census data on Industries?
 NAICS, North American Classification System 2012 NAICS classifications

Marketing Environment

Market Trends and Growth.  Here you need to know a bit about your industry, where its headed and what environmental factors may affect it.  Analysts reports on industry include current and forecasting analysis.  The library has a number of these IBISWorld is one example.

IBISWorld Industry Surveys  (US only)

Additional Industry Information can be located on the Industry Research Guide

These sources address the issues that will affect demand.  Broad trends and developments in an organization's environment: Social, demographic, econonic, technological and political/legal.

Bizminer   Industry Financial and Industry Market Analysis.   9000 industries by sales lass.  Find reports for National, state, county, metro and zip code.

Industry Market Reports
BIzMarketts2Go Radius Profiles
Competitive Market Analyzer
Sales per Square Foot Report

Euromonitor Passport  (Global coverage)  Specialized market research reports, world-wide.

Statistics, analysis and survey results by detailed industy segment, Economies, Consumers,s Companies
Daily special reports on home page 

Market Size, Company shares, Brand shares, distribution, pricing and market reports.

Dashboard!   Passport's market trends interactive survey tool

try this example:

Industry --  Consumer Electronics -- computers and periferals
Countries & Consumers --  Consumer trends and lifestyles, income and expenditures, population and homes.

 

  

 

 

Segmentation

Marketing: Segmentation and Targeting

Segmenting and Targeting using GIS

Marketing Plan:  Segmentation, Targeting

Segmentation and Targeting.   You can use the market attributes you started with to go into more depth into your target market.   There are sophisiticated market research analysis tools that use extensive demographic and lifestyle survey data and combine that with maps to visually show relationships that help marketers.

ESRI GIS Community Analyst

To obtain access to ESRI's GIS product please contact the Business Librarian Ann Fiegen, afiegen@csusm.edu

Marketing Mix

Trademark and Branding


Trademark and Branding

Trademark search  -- To determine your proposed mark has not been used before,done prior to filing and registering a trademark or service mark.
Preliminary searches can be done individually but a trademark attorney is strongly recommended.

Pending and registered trademark searches in federal, state and unregistered databases are all needed.   This guide is limited to free sources for federal trademark searches.

Choosing a trademark:  Not likely to confuse the customer, another product or service does not complete with yours, not marketed through the same means.  Domain names can not interfere with a trademark

USPTO United States Patent and Trademark Office

Follow links to: Trademark Electronic Search System  (TESS)

1. What TESS includes:    Federal registered and pending trademarks, service marks.

How to search TESS for preliminary search

 1. Browse Dictionary
2. Direct Hit
3. Structured Search

Supplier of products

ThomasRegister.com
Excellent for suppliers and manufactures and B2B.    Catalog of products and services and trade and corporate names.

Other searches

Domain names register.com

Google search for images, descriptions, and domain names

Trademarkia.com   Free to use with referrals to legal searches

Superpages.com   To find if a company name has been used.

To read more: Elias, S., & Stim, Richard. (2010). Trademark : Legal care for your business & product name (9th ed.). Berkeley, Calif.: Nolo.

Nolo Legal Topics

Georgia Tech LibGuide Patent and Trademarks

 


Site Selection

In this session you will use the information you have already gathered to search for competitors and for optimal site selection based on demographic research.

ESRI Community Analyst Online can match consumer characteristics to existing business locations.

 

 

Census & Government Sources

Using the Census


Using the Census** for Business

Business & Industry - Census Bureau Economic Statistics (Main page)

  • Here you will find links to:
    Manufacturers' shipments, US International Trade Stats, Annual Survey of Manufactures, County Business Patterns, Statistics of US Businesses, Economic Census, Survey of Business Owners
     
  • Industry Statistics Portal (Business Data from the US Census)

American Community Survey (Main Page)

American Factfinder
Enter a state, county, city, town, or zip code:
(Find popular facts (population, income, etc.) and frequently requested data about your community

United States Census 2010 - Homepage
View 2010 Census statistics for local areas down to the block level. Statistics include population counts, age, sex, race, ethnicity and household information.

SANDAG (link is external)[San Diego Association of Governments]  County planning and transportation for San Diego County
In San Diego the local arm of the Census is SanDAG the San Diego Association of Governments which takes census data and inteprets and augments the data for local economic and land use and transportation planning

Bureau of Labor Statistics [BLS] The BLS is an independent national agency that collects and analyzes labor economic statistics. The data is supplied by the Current Population Survey and Current Employment Statistics, which result form collaboration between BLS and the Census Bureau.

Occupational Outlook Handbook from the BLS The OOH can help you find career information on duties, education and training, pay, and outlook for hundreds of occupations.

**Essential Census definitions:

Census:    Dicennial count on April 1 of the whole US population at that time.
American Community Survey ACS:   rolling monthy survey of a sample of 250,000 US households.   Reported as 1 year, 3 year and 5 year estimates.Z
Population Estimates Program PEP:  Cohort component method that accounts for changes in birth, death and migrations.

Confidence Interval   90%
Census Tract:  About 4,000 individuals
Census Block:   Subdivision of a tract
PUMA   Public Use Microdata Areas contain  PUMS Public Use Microdate Samples.  Aggregated census tracts, good alternative to counties

Group quarters (GQ) facilities.  Facilities where people live together that is managed by an organization.  May include custodial or medical care facilities.

Multiyear estimates and geography

1 year      > 65,000
3 year      > 20,000
5 year      > 4,000 (track level)

County level data not all in 1 year estimates.
PUMA have 1 and 3 year estimates.  Good alternative to Counties esp for urban areas where they represent subdivisions of counties.

 

Working with Margins of Error and some helpful web tools:
Consider the size of errors and adjust by size or time.

Cornell Program on Applied Demography. ACS Calculator for Margin of error
Missouri Census Data Center.   QUICK LINKS TO ACS Profile Report Calculator
American Community Survey Trends Reports are also accessible via the Missouri Census Data Center.

 

Tips for using the Census for business and economics demographics and population characteristics.

American Community Survey Guidance for Data Users.

Does the ACS have your subject or topic?

What data tool should I use?   Market analyst, business owner, non-profit administrator, regional planner, app developer, and others

Geography essentials and the ACS.   Whats a block (the smallest geographic unit), Tract (the next largest), whats available at County versus State level.

Use the Census for exact ten year  count

When to use 1-year, 3-year, 5-year estimates  There are differences in detail of data.

Read Comparing ACS data.  Use comparisons with caution, use the Table Comparison Lookup Tool

 

What the Business Community Needs to Know

Need info on using stats and sampling errors:   Handbook for Data Users. Look at  General Data Users Need

Need specialized data by government agency?

Current Population Survey (CPS) Dept of Labor Statistics tracks labor force characteristics

 

 

 

Business News

Business News

  • Change sort order to Newest Date first
  • Narrow by Subject (more options

Business Source Premier 
Good for trade news and the only place to find Harvard Business Review.

Factiva:   Excellent for international and major business news.  (WSJ, NYT, Washington Post, San Diego Union Tribune)

Factiva Tips!  

  • Change Date from 3 months to 2 years
  • Choose the NEWS PAGES on the black bar to get the latest 2 weeks WSJ, NYT, LATimes, Washington Post and others

Business News Publications

San Diego Union Tribune  Full access of back issues via NewsBank (Pending)  Search free or your own subscription or see paper copy on 4th floor library.
San Diego Business Journal 

Bloomberg BusinessWeek   Full text through Business Sources Premier
BW Tip!  Search within this publication    top right

Harvard Business Review  Full text of harvard business review.
HBR Tips!

  • If you can't find the full text try our paper subscription at HF5001.H3 (4th floor periodicals)
  • Case studies are not available in this subscription

The Economist  (online) Full text link.  [via ABI Inform]

 

 

 

 

 

Company

Company

COMPANY INFORMATION

Business uses directories for industry analysis, competitor analysis, marketing, supplier, customers.

Company  directories provide individual and competitor details for:

Name
Address and other contacts
Key personnel
Revenue and Sales
Employee size
NAIC / SIC numbers


Databases by Subject Business (this link opens in a separate window so you can acces each of these recommended databases). 

ReferenceUSA  US private and public businesses,  some nonprofits includes sales and employee  numbers.  Executive contact info.

REFUSA:  Step By Step Guide to RefUSA Company & Competitor search  *** Custom Guide to get to competitors. ***

REFUSA: Prezi Slideshow Tutorial Use this tool to learn how to create company essentials and competitor lists.  Also good for a quick look at local industry sales, and revenues. 

Factiva Public company profiles.  Choose the Companies tab across the top first.  Company profiles, competitors, and latest news.
Disclosure Conference Calls:  C-Level transcripts to analysts for Quarterly and Annual reports. 
To access:   Search name of company > Narrow on Left nav bar to Source:  Disclosure Reports

Hoovers Company Profiles (ABI Inform)
Public and some larger companies,  Short competitor list and executives.

Business Source Premier   Search for Company SWOT analysis, large companies only.  
 

Megent Online
Excellent for public corporations worldwide, also limited info on private companies in US.  Annual report in-depth financials, detailed history and abiltiy to make custom reports and analyse competitors.  Financial analysis from annual report data and  research firms 

Access: 
Company > Reports > Mergent Reports
Company > Competitors > Add all > Company Comparison Report 

Company Detais > Highlights (Health Check) 
Company Detais > Business segments (not required by the SEC but some reports available)
Company > Report Builder > Comparison Reports = against industry, or against Top 10, etc. 

Non-profit and charitable resource page
Recommended:  Charity Navigator, ERI Nonprofit Foundation Grant info. Foundation Center, Grant Search, GuideStar, IRS Master Tax File.

News articles on the web and library subscriptions.  Use .gov .org 

 

INDUSTRY DATA  Best place to start your industry analysis is by reviewing the BUS 302 Industry Reports how to apply Porter's, SWOTT, or Griffin.
The U.S. Census and use NAIC Industry Code for latest Industry Statistics.
Census --> Business and Industry --> Data by Geography
 

 

Industry

Industry Profiles (Industry overview reports)


Industry Overview Reports

Industry Reports  prepared by expert analysts in this premium content.  Offer a broad description and outlook at the macro environment of an industry, key trends, broad customer profiles and market or investment analysis of the industry.  Many databases offer the ability to search by NAICS code. 

IBISWorld   Good place to start:  MKTG 433 Fall 2017

Industry Research in over 700 reports by NAIC for the US. industry analysis, external, internal and economic, supply chain.  

First Research  (Mergent Intellect):  MKTG 433 Fall 2017

Industry Research and Interview starter questions for exec levels.  Social Media feed updates on business and industry.

Technavio Industry Forecasts Search library home page (Oneas keyword and industry name.  Over 5000 industry 5 year forecasts and news reports. 

Local Industry Analysis 

San Diego Economic Development Industry Reports

S&P Capital IQ  Industry Surveys HG4915 .S652  3rd Floor Reference [Print]

Excellent for in depth analysis industries representing large US corporations. Segments on Industry Trends, How an Industry Operates, How to Analyse a Company.  Its in print but it is the single best industry introduction source in this library.  Excellent source for more sources of information such as trade magazines, professional associations and regulators.

NetAdvantage San Diego City Public Library   Electronic version of Industry Surveys 

Business Source Premier (EbscoHost database) 

Marketline reports with global coverage. Each report contains statistics on industry market value, forecast, and market segmentation, competition and leading companies.  Look for Porter's Five Forces analysis.  Each report is 24 pages long, caution to look at dates may be older.

Market Research Reports

Passport Euromonitor Global Industry Reports  Detailed reporting.  
Euromonitor Industry reports, in depth analysis on trends in consumer products and services industries, include market analyst reports and statistical data.  Country and consumer reseacher as well as economic, business and transport.

Financial Industry Analysis For those looking for more financial analysis. 

Bizminer   Detailed industry financial and industry market analysis.   9000 industries by sales.  Find reports at the national, state, county, metro and zip code.

Industry Snapshots by NAIC from the census
Statistical profiles of US Industries by NAIC. 

Mergent Online  Go to  the Report Search Tab to get to the industry reports. 
Use for major industries only,  global coverage. Especially useful for industries represented by publicly traded companies. Search by company or broad industry name.

Statistical Abstract of the United States (Proquest)
Excellent compilation of essential statistics to support other reports.  Source is often government and other agencies. 

Books on Industry in the library.

Hundreds of different industries are represented in the library catalog.
You will find whole books on the food industry, or service industries, craft beer, restaurants, etc.

Manufacturing Industries
Retail trade
Service Industries
Industry Profile United States (e-reports)

 

 

Need Help?

Ann Fiegen

Librarian for Business & Economics
afiegen@csusm.edu
760-750-4365
Office Location: 
KEL3421
Office Hours: 
Mon & Weds 3--5 or so, Tues & Thurs 10-12 or so; Appointments Preferred

Featured titles:   The Wall Street Journal: Guide to Information Graphics
San Diego Regional Economic Development Council.  San Marcos Profile 2017
Supports the following areas: 
Business, Economics, Management, Marketing, Operations Management, Global Business Management, Finance, Accounting


Feedback
Contact Info