CAP 115: Research Basics for Advertising and PR: Industry / Market Share & Company info
Market Share/Rankings & Industry Statistics/Trends
Market research includes information about industry, product, brand, consumers, geography, etc., and competitors.
Company Financial Info
Company financial profiles are a quick way to get background on a company, what they do, & their current situation.
Google a company's website and look for "about us" or "investors" for annual reports and info for shareholders.
SWOT / TOWS
SWOT or TOWS = Strengths, Weaknesses, Opportunities, Threats. Analyzing these qualities provides a good overview of a company's current & future prospects.
By analyzing the external environment (threats & opportunities), & your company internal environment (weaknesses & strengths), you can think about the strategies of your organization, department, team, your skills & experience, a process, or a marketing campaign.
If you can't find a SWOT analysis for your company, look at a competitor or an industry analysis: the factors are often similar for companies in the same industry.