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Conducting Industry Research

Conducting Industry Research. Determine the SIC/NAICS Codes which describe the industry Use these codes to find a list of companies in either databases or directories Determine the Market Leaders ($ or market share) Determine the Size of the Industry ($). Where to get Industry Information?.

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Conducting Industry Research

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  1. Conducting Industry Research • Determine the SIC/NAICS Codes which describe the industry • Use these codes to find a list of companies in either databases or directories • Determine the Market Leaders ($ or market share) • Determine the Size of the Industry ($)

  2. Where to get Industry Information? • Encyclopedia of Business Information Sources (Reference Desk) • Standard & Poor’s Industry Survey (Reference) • Business and Company Resource Center (Overviews) • Business Source Premier (Search by NAICS) and choose Source Type: Industry Profile • Industry Associations • Other Databases (Lexis/Nexis, ABI/Inform) • Government Sources • Marketing/Analyst Reports (may be hard to get $$$)

  3. Questions to Ask • News, Trends, Forecasts/Predictions • Economic Indicators that Influence (Cyclical/Non-cyclical) • Domestic – vs – International (Where are the $) • Market Share • Financial/Ratio Questions (only works for publicly traded) • Innovations/new products (slow or fast, constantly changing, set times for introduction such as automobiles) • Legal/Regulatory Issues • Technology (driven by technology or not?) • Information Dissemination

  4. Domestic – vs – International ( $) • Is the industry mostly domestic or is it global? • Where is manufacturing? Sales? • Can people in other countries afford or want it? (income per capita, cultural/religious barriers) • Demographics to support it?

  5. News, Trends, Forecasts/Predictions • Where is the industry now? • Where might it be in 3-6 months or longer? • Where has it been? Historical background • Is it in growth or decline or a holding pattern? • What factors might influence it the most?

  6. Economic Indicators that Influence /Drive • Cyclical vs noncyclical industry • Raw material prices (agricultural prices such as corn, wheat, steel prices, cost of computer chips, etc.) • Transportation costs (fuel, etc.) • Cost of Living • Others?

  7. Market Share • Who are the dominant players? • % of market share • Is the market share widely fragmented? • Is it fairly stable or ever changing? • How hard is it to determine?

  8. Financial/Ratio Questions • What are the key ratios in analyzing the particular industry? • S&P Industry Survey • StockVal

  9. Innovations/new products • How often? • Product cycles • Is there a certain time of year that new products are introduced? Such as Consumer Electronics Show, etc.

  10. Legal/Regulatory Issues • Is the industry heavily regulated or not? • How do we keep up with the regulations? Where do we go? What are the impacts? • Legal cases • Patents/Trademarks • Bills/Laws pending in Congress • How do these effect the product and price?

  11. Technology (driven by or not?) • Does the industry use technology heavily? • How is it used? • Does the industry use cutting edge technology or not?

  12. Information Dissemination • How do we find the most current industry news? • What are the major trade publications? • Are they readily available? Do you need to be a member? Are they on various databases? Can you get articles on interlibrary loan or from regional libraries? • Industry Associations –do they publish, release statistics or have a research center? • Trade shows & Industry Experts or spokespersons • Twitter, Blogs, etc.

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