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BA 355: Principles of Marketing (Bauer)

these will help you find resources for you assignment

Corporate Structure of Companies

BA355-01

Amazon (public) smart refrigerator

Burton (private) smart snowboard

Hydro Flask (brand of Helen of Troy public) band buddy (smart device to monitor water intake)

Microsoft (Public) MyAssistant (tool to help people use microsoft software)

Nike (Public) kinetic soles (smart soles)

BA355-02

Chegg (public) laptop rental service (laptops for students with apps/programs included)

Meta (public) dating (dating service from Facebook)

Quest  (brand of Simply Good Foods public) plant-based protein bar

Starbucks (public) caffeinated energy bar

Trader Joe's (private) loungewear

Company Financial Data

Example: I need financial data on Amazon.

  • Type amazon into the search box and select Amazon.com, Inc. (NasdaqGS:AMZN)
  • On the left-hand side, click the links for the income statement and ratios

This search process will also work for Microsoft, Nike, Starbucks, Meta, Chegg and Simply Good Foods Co (owner of Quest).

Example: I'm looking for financial data on Hydro Flask.

  • Type Helen of Troy (the owner of Hydro Flask) into the search box and select Helen of Troy Limited (NasdaqGS:HELE).
  • On the left-hand side, click the links for the income statement and ratios
  • Click the link for "Segments" on the left-hand side to obtain breakdowns for "Home and Outdoor" that includes Hydro Flask.

Example: I need sales data for Burton Snowboards.

  • Register an account with your Pepperdine email address
  • Search for your company
  • Click the tab for Financials

This search will also work for Trader Joe's.

Company Profiles, Articles & SWOT Analyses

Example: I want a swot analysis for Starbucks

  • Type Nike into the first box
  • Type swot into the second box
  • Click search
  • Go to Publication date on the left-hand side to limit the date from 2021-2022

A swot analysis is also available for Alphabet.

Example: I need an industry report on mobile payments.

  • Type mobile payments into the first box
  • Type marketline into the second box and click search
  • Select the report titled, "MarketLine Industry Profile: Mobile Payments in Global"

Additional reports include:

  • MarketLine Industry Profile: Mobile Apps in United States
  • MarketLine Industry Profile: Hybrid & Electric Cars in United States.

Example: I need a SWOT Analysis for Telsa.

  • Click the link for "A Publication"
  • Type delta swot analysis into the "Search for Something Specific Box"
  • Type globaldata into the FInf Publication box and select GlobalData Company Profiles

A swot analysis will also be available for Spotify and Starbucks

Industry Information

IBIS World will assist you with the following aspects of your Marketing Plan:

  • Situation/Market Analysis
  • Competitor Analysis
  • Distribution
  • Financial Evaluation

IBISWorld is a great resource for industry reports on specific industries such as convenience stores, daycare, or custom screen printing.

Example: I am looking for industry reports for refrigerators

  • Type smart refrigerators
  • Select the report titled, "Major Smart Appliance Manufacturing in the US"

Additional reports:

  • Operating Systems & Productivity Software Publishing in the US
  • Shoe & Footwear Manufacturing in the US
  • Computer Rental in the US
  • Dating Services in the US
  • Vitamin & Supplement Manufacturing in the US
  • Athletic & Sporting Goods Manufacturing in the US and Ski & Snowboard Rental in the US (for demand for snowboarding
  • Women's, Girls' and Infants' Apparel Manufacturing in the US or Men's & Boys' Apparel Manufacturing in the US
  • Wearable Device Manufacturing in the US

You can search for specific companies and brands in Statista for data on your brand or company. For example, searching for milk makeup will retrieve surveys discussing perceptions of the brand

Example: I want data on loungewear

  • Type loungewear into the search box
  • Select reports like charts like "Preferred apparel shopping channel of Generation Z women in the United States in 2022, by category"

Example: I want reports athletic shoes

  • type athletic footwear into the search box
  • Click the link on the left for Dossiers

Example: I need data on plant based protein bars

  • Type plant protein bars
  • Select charts like "Sales value of the plant-based foods market in the United States in 2021, by category"
  • Also, perform a broader search on plant proteins

Example:  I need statistics on reusable bottles.

  • Type reusable bottles and click search
  • Select links like "Value of the reusable water bottle market worldwide from 2018 to 2025 (in billion U.S. dollars)*"

Example: I need data on laptop rentals

  • Type laptop rentals and click search
  • Select charts like "Product rentals in consideration in the U.S. in 2022"

Example I need reports covering online dating

  • Type dating into the box and click search
  • Click the link for Dossiers on the left-hand side
  • Select reports like "Online Dating the United States or 

Example: I need data on snowboards.

  • Type snowboarding into the box and click search
  • Select links such as "Number of snowboarding participants in the United States from 2010 to 2021" or "Share of Americans who went skiing & cross-country skiing or snowboarding in 2021, by generation"

Example: I need statistics on energy bars

  • Type energy bars into the box and click search
  • Select links like "U.S. population: Which brands of energy / diet snacks and bars do you eat most often?" or "U.S. population: Amount of energy / diet snacks and bars consumed from 2011 to 2020"

Example: I want statistics on

Passport will assist you with the following aspects of your Marketing Plan:

  • Situation/Market Analysis
  • Competitor Analysis (detailed market share)
  • Foreign Entry Potential
  • Distribution

Example: I am looking for information on the market for nutrition bars in the US with a list of competitors

  • Type bars us and select the report "Sweet Biscuits, Snack Bars and Fruit Snacks in the US"
  • Click "Download" to obtain a PDF copy of the report.
  • Also consult the report "Sports Nutrition in the US"

Additional Reports:

  • Refrigeration Appliances in the US
  • Sportswear in the US (includes athletic footwear)
  • Wearable Electronics in the US
  • Energy Drinks in the US
  • Hosiery in the US or Womenswear in the US or Menswear in the US
  • Homewares in the US (contains a segment on reusable bottles)

Example: I want information relevant to Spotify

  • Type spotify and click search
  • On the left-hand side, go to "Content Type" and click the box for "Reports"
  • Select reports like "US Podcast Advertising 2022"

Demographic Information

MIntel will assist you with the following aspects of your Marketing Plan:

  • Consumer Segmentation & Targeting
  • Competitor Analysis
  • Distribution
  • Pricing
  • *Mintel is a great resource for Psychographics*

Example: I need a report relevant to loungewear

  • Type loungewear and access the report titled, "Men's & Women's Underwear - US - 2022"

Other reports that can be relevant:

  • Major Household Appliances - US - 2022
  • Snack, Nutrition and Performance Bars - US - 2022
  • Student Lifestyles - US - 2022
  • Plant-based Proteins - US - 2022
  • Smartphones & Wearable Technology - US - 2022
  • Social Lives of Singles: Incl Impact of COVID-19 - US - December 2020
  • Men's & Women's Footwear: Incl Impact of COVID-19 - US - May 2020 or Sneakers and Streetwear - US - 2022
  • Smartphones & Wearable Technology - US - 2022
  • Search with the term Hydro Flask to view sections of reports that mention this brand. Also, try searching reusable bottles.

Select Catalyst at the top of the screen and select Brand Catalyst

Some of the following demographic categories are available:

  • Starbucks
  • Nike shoes
  • Microsoft Word, Microsoft Excel, etc.
  • Facebook
  • Trader Joe's
  • Vegetarian agree a lot
  • Snowboards or snowboarding (larger sample size for people who participated in snowboarding in the last 12 months than people who purchased a snowboard)
  • Refrigerator bought

Investment Reports

Types of information available from Refinitiv:

  • In-depth research reports from companies like Morningstar, UBS, Morgan Stanley, J.P. Morgan, Trefis, RBC, Barclay's, etc. Avoid the reports from BuySellsSignal Research and Minkabu.
  • Environmental Social Governance (ESG) indicators
  • SWOT Analyses
  • Supply Chain (referred to as a "Value Chain"
  • Peer Analysis (available for diversity & inclusion, profitability, fundamental ratios, peer comparison (data like P/E ratios, beta)

***There are several in-depth analyst reports on cryptocurrency in Refinitiv***