Research Guides: ESBM 3100 Introduction to Entrepreneurship: Market Attractiveness

Market Attractiveness

Market Research Reports outline the macro trends that impact your market.

Mintel Academic
Marketing research databases for information on consumer trends, demographics, and brand share. Mintel Academic offers two types of reports. You'll find reports about a product or activity (i.e. "Ethnic Foods - US"), and reports about marketing to a particular group (i.e. "Marketing to Millennials - US"). For a broad treatment of the American Consumer, see "American Lifestyles 2013." Especially useful is the appendix: Population and Demographics Tables with *some* projections to 2018.
Frost & Sullivan
Database of market research reports and forecasts that focuses on emerging technologies, industries and telecommunications.

U.S. Census Data
This database is the easiest interface for searching census data, and the best source for freely-available data about the demographic characteristics of the US population. In addition, American FactFinder includes information about business and industry and datasets. Industries can be searched for a geographic area using NAICS codes.

SWOT: Strengths, Weaknesses, Opportunities and Threats

Strengths and Weaknesses are internal to a company (for example: leadership, products)
Opportunities and Threats are external (for example: regulatory changes, intense competition)
Find SWOT analyses for most American companies in one of the databases below

Business Source Complete (EBSCO)
Comprehensive source for materials on all business topics. Also includes company profiles.

Gale Business: Insights
Company and industry profiles with links to relevant trade articles, market research reports, SWOT analyses, rankings, and company histories.

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