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BUS 302 Marketing Plan Project (O'Meara)

Welcome! This guide will give you an excellent start in your research for this project!

Assignment One: Industry Selection

When researching an industry, consider the following: 

  • Is your industry a segment of a larger industry? For example, men’s shoes may be part of the larger segment called apparel, which may be part of the larger industry of retail. You will want to look at your industry from the smallest segment to the larger industry.
  • What kind of industry are you studying? Is it service, manufacturing, retail, etc.?
  • Do you know the SIC and NAICS codes for your industry? These are classification codes assigned to industries, and some databases still use them for searching for industries. It can be handy to know what the codes are for your industry of interest.

Starting with Google? Might be good for...

  • Professional associations (San Francisco Municipal Transportation Agency, American Bakers' Association, etc.)
  • Web sites for companies within your industry
  • Some articles, fact sheets, statistics
  • Pricing, logos, images

Overviews and Data

News and Trends

Professional Associations:

These are great for finding out what people in the profession or industry area are reading and thinking about, as well as current trends. For many associations, some of the content is freely available, while other content is available to members only. To find industry associations, try these tools:

Trade Journals and Articles

Assignment Two: Market Opportunity

Company Information

SOURCES FOR COMPANY RESEARCH: SECONDARY SOURCES (INFORMATION COMPILED BY OTHERS):

Company's web site: Start with the company’s web site; look for Investor Relations, About the Company, etc. There may be a CEO message, or you can also find mission statements, values, financial information, and other information to help you analyze the company’s strategies.

TOP PICKS

Don't forget books, you can sometimes get great overviews of a company in a book. Search your company in Ignacio, our library catalog.

SOURCES FOR COMPANY RESEARCH: PRIMARY SOURCES (INFORMATION COMPILED BY YOU AND YOUR TEAM):

Interviews

Opinion Polls

Surveys

Observations

If you need help creating a survey or poll, see this guide on using Google Forms. It shows how to create, send, and view results from surveys you create.

Assignment Three: Final Written Plan: Marketing Strategy & Mix

SOURCES FOR CONSUMER/TARGET MARKET DEMOGRAPHICS, BEHAVIORS AND TRENDS RESEARCH:

TOP PICKS:

OTHER GOOD SOURCES:

Citing Your Sources

Whenever you do research, you will need to cite the information sources that you use. Most business scholars use APA style. Here are some tools that can help you with this task:

 

Getting Help!

There are several ways to obtain assistance with your research. Read on!

You have your very own librarian! She is Penny Scott, and you can contact her for help. 

Her contact information is: email: plscott@usfca.edu * phone: 415-422-5389

It is best to call or email ahead, or make an appointment, to make sure she is available! Appointments are available in person or virtually via Zoom, and are great for groups or individuals.

If Penny is not available, or any time you need help, you can always get help, just Ask a Librarian!

You can also take a look at our Research Guides on many topics!