Sources for an Industry Scan
Industry Codes
Multi-Industry Overviews
Investment Research Reports
Statistics and Quantitative Data (market size, market share, financial
ratios, etc.)
Industry Specific Information
Trade Journals
Trade Association and Other Web Sources
Government and Regulatory Information
Sources
Encyclopedia of American Industries
Industry Surveys
U.S. Business Reporter
Value Line Investment Survey
Research Bank Web
Economic Census
County Business Patterns
Current Industrial Reports
Annual Survey of Manufactures
Manufacturing & Distribution USA
Business Statistics of the United States
Whether tangible goods or beneficial services, the marketer has a product to sell. The initial focus of any marketing project is the product that will attract customers, be sold, generate profits, and garner new business. However, the product does not exist in isolation. It will be launched into a complex existing environment fraught with competitive constraints, social and political influences, and technological challenges.
It is essential to understand the broader situational and environmental factors in the industry because they have direct impact on the ability to market a product or service effectively and thus sell it successfully. Learning about the industry environment, often referred to as the
“market,” may seem at times to be far from the main goal of selling the product, but an in-depth analysis of the entire industry is an essential component of the overall marketing strategy.
It can tell you whether you will be selling your product or service in a growing or contracting industry, whether there are a few large competitors or many small players, what new technologies may offer, whether the regulatory climate is benign or challenging, and whether the target customer base is growing. When the industry (or market) scan is complete, you will have an understanding of the current market size and the growth potential for your product or service.
Industry Codes
Multi-Industry Overviews
Investment Research Reports
Statistics and Quantitative Data (market size, market share, financial
ratios, etc.)
Industry Specific Information
Trade Journals
Trade Association and Other Web Sources
Government and Regulatory Information
Sources
Encyclopedia of American Industries
Industry Surveys
U.S. Business Reporter
Value Line Investment Survey
Research Bank Web
Economic Census
County Business Patterns
Current Industrial Reports
Annual Survey of Manufactures
Manufacturing & Distribution USA
Business Statistics of the United States
Whether tangible goods or beneficial services, the marketer has a product to sell. The initial focus of any marketing project is the product that will attract customers, be sold, generate profits, and garner new business. However, the product does not exist in isolation. It will be launched into a complex existing environment fraught with competitive constraints, social and political influences, and technological challenges.
It is essential to understand the broader situational and environmental factors in the industry because they have direct impact on the ability to market a product or service effectively and thus sell it successfully. Learning about the industry environment, often referred to as the
“market,” may seem at times to be far from the main goal of selling the product, but an in-depth analysis of the entire industry is an essential component of the overall marketing strategy.
It can tell you whether you will be selling your product or service in a growing or contracting industry, whether there are a few large competitors or many small players, what new technologies may offer, whether the regulatory climate is benign or challenging, and whether the target customer base is growing. When the industry (or market) scan is complete, you will have an understanding of the current market size and the growth potential for your product or service.
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