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Marketing: A Guide to Library Research

Databases - Company Data

Competitive Analyis Process

Competitive analysis takes into consideration factors such as the market size and the market share, financial position, and reputation of key competitors. When you cannot find a pre-packaged report, you will need to compile relevant data on current and potential customers as well as competitors. Consider using other resources as well, such as databases that provide SWOT reports (see tab).  The resources listed here can be used to find company profiles including information on key competitors, their major brands and products:

Historical Company Resources

SWOT Analysis

Journal Articles