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MISSION, OBJECTIVES, GOALS, & COMPETITIVE STRATEGY

• Is the company public or private?  Parent or subsidiary?  U.S., foreign or international?
• What is the purpose of the company?
• What are the personal aims and philosophy of the CEO?
• What must the company do to accomplish its mission?
• What are its limitations?

• Use primary sources such as SEC filings (10K, etc.) and annual reports for public companies, and/or secondary sources such as newspaper and magazine articles for all companies.

Sources:

1. Mergent Online for data on U.S. and international companies, including links to SEC filings and annual reports
2. Lexis-Nexis for company news, analysis, and SEC filings
3. Factiva for company links, SEC filings, summaries, analysis, financial performance, current news, etc.
4. Annual Report Gallery for links to selected company Web sites and annual reports
5. Mission Statement Book (Ref HD 30.285 A27 1995) for a sampling of various mission statements

INDUSTRY ANALYSIS

• Identify the sector, industry, SIC and NAICS codes, and competitors (i.e., other firms trying to serve the same market, not only now, but also in the future)
• What are the requirements for sustained success in the industry?
• Look for opportunities and threats to the company's present and future positions.

Print Sources:

1. Standard & Poor's Industry Surveys (Reserve Ref f HG 4915 S673)
2. Mergent's Industry Review (Reserve f HG 4501 M665)
3. Directory of Corporate Affiliations (Ref HG4057 A217)
4. U.S. Industry & Trade Outlook (Ref HC101 U54)
5. National Trade & Professional Associations of the U.S. (Ref HD 2425 D53)

Online Sources:

1. Standard Industrial Classification (SIC) Manual (also in print: Ref U.S.DOCS PREX 2.6/2:IN27/987)
2. North American Industry Classification System (NAICS) Manual (also in print: Ref U.S.DOCS PREX 2.6/2:IN27/2002)
3. ABI INFORM, Lexis-Nexis or Factiva for industry analysis in newspaper and magazine articles
4. STAT-USA or FEDSTATS for U.S. and international trade and industry statistics 
5. Value Line Investment Survey (click on Lookup Industry)

MARKET ANALYSIS

• Is it a consumer, business/industrial, or government market?
• Determine the current and potential demand. Indicators of potential include (a) demographic characteristics: population size, growth rate, density, age structure, population composition; (b) geographic characteristics: population distribution; climate conditions; topographical characteristics; (c) socio-cultural factors: dominant values, life-style patterns, ethnic groups; (d) consumers attitudes, opinions, interests: product usage, brand loyalty.
• How many firms are trying to serve the same market? Are there similar or dissimilar products in the same market?
• What are risks to the market?  Risk factors include:  (a) political factors: stability; (b) legal factors: federal regulations, tariffs, import-export restrictions; (c) financial factors: inflation rate, foreign exchange risks.
• What technological factors affect the market? a) level of skill; b) existing production and consumption technology.

Print Sources:

1. 10K and Annual Reports (see above for sources)
2. Standard & Poor's Industry Surveys (Reserve Ref f HG 4915 S673)
3. Market Share Reporter (Reserve Ref HF 5410 M35)
4. Market Profile Analysis/Community Profile Analysis (Library has current and past additions for Calaveras, Mariposa, Merced, San Joaquin, Stanislaus, and Tuolumne Counties:  Ref HC107.C22 S73x 2003)

Online Sources:

1. Statistical Abstract of the U.S. (also Ref U.S. Docs C3.134:year)
2. FEDSTATS
3. ABI INFORM, Lexis-Nexis or Factiva for company, industry and market analysis in newspaper and magazine articles
4. Economic Report of the President (latest on Reserve U.S. Docs Pr 42.9), Economic Statistics Briefing Room, or Social Statistics Briefing Room for the federal government's perspective

CUSTOMER ANALYSIS

• Identify the customer groups.
• What are their needs?
• How can they best be served?

Sources:

1. 10K and annual reports (see above for sources)
2. The Lifestyle Market Analyst (Ref HF 5415.33 .U6L54)

COMPETITOR PROFILES

• Identify most important competitors.
• What are they doing?
• What do they do well? What do they not do well?

Print Sources:

1. Directory of Corporate Affiliations (Ref HG 4057 A219)
2. Standard & Poor's Industry Surveys (Reserve Ref f HG 4915 S673)
3. Mergent's Industry Review (Reserve f HG 4501 M665)

          Online Sources:

1. 10K or annual reports (see above)
2. ABI INFORM, Lexis-Nexis or Factiva for company, industry and market analysis in newspaper and magazine articles
3. Mergent Online for data on U.S. and international companies, including competitors and comparative analyses
4. Value Line Investment Survey (click on Lookup Company)  

CAPABILITIES RELATIVE TO COMPETITION

• Assess competitor strengths and weaknesses in (a) conception and design; (b) production; (c) marketing; (d) management.
• Will capabilities increase or diminish if it grows?
• What is the capacity for growth in terms of people skills and plant capacity?
• What is the ability to adapt and respond to change?
• What is the capacity to respond quickly to moves of others or to mount an immediate offensive?
• What is the staying power?

Print Sources

1. Standard & Poor's Industry Surveys (Reserve Ref f HG 4915 S673)
2. Mergent's Industry Review (Reserve f HG 4501 M665)

          Online Sources

1. ABI INFORM, Lexis-Nexis or Factiva for company, industry and market analysis in newspaper and magazine articles
2. Hoover's Online (also in print - check the Library Catalog for call number and location)
3. Value Line Investment Survey (click on Lookup Company)  

RESOURCES

• Identify the critical basic resources: (a) physical: electrical, energy, water; (b) human: availability of labor, critical work skills; (c) capital: financial resources, technological capabilities.
• Forecast availability of these resources and costs.

Sources:

1. FEDSTATS
2. STAT-USA
3. The Library's Virtual Reference Desk for access to a variety of statistical and other information

FINANCIAL ANALYSIS

Print Sources:

1. Standard & Poor's Industry Surveys (Reserve Ref f HG 4915 S673)
2. Mergent's Industry Review (Reserve f HG 4501 M665)
3. Industry Norms & Key Business Ratios (Reserve HF 5681 R25 I525)
4. Robert Morris Associates. Annual Statement Studies (Reserve HF 5681 B2 R6)

          Online Sources:

1. 10K and annual reports (see above for sources)
2. ABI INFORM, Lexis-Nexis or Factiva for company, industry and market analysis in newspaper and magazine articles
3. Mergent Online for data on U.S. and international companies, including links to SEC filings and annual reports
4. Value Line Investment Survey (click on Lookup Company)  

STAKEHOLDER ANALYSIS

• Who are the stakeholders?
• What is their claim?
• How are they satisfied?

Sources:

1. 10K and annual reports (see above for sources)
2. ABI INFORM, Lexis-Nexis or Factiva for company, industry and market analysis in newspaper and magazine articles

For additional Web sites, see Dr. Randall Harris' homepage, Dr. Marjorie Chan's homepage, and Resources for Business Students.

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Prepared by Paula J. Crawford; revised by Carl E. Bengston
Maintained by: the University Library (wwwlibrary@wwwlibrary.csustan.edu)
Page updated: 08/26/2008