Library Guides: MKTG 381: Group Assignment #1: Using Secondary Data: Question 1

Question 1 - Select a Market to Investigate

Determine the following information for the company/brand you chose:

Name the industry
- Companies often have multiple industry classifications (primary, secondary) What is the most appropriate industry?
  (Hint: Different sources use different industry names. Don't just make up a name you think is appropriate, using resources available, define your industry.)
Identify the NAICS code and industry classification
Provide a description of the industry
- Use NAICS, IBISWorld, and other sources to develop your own definition of the industry.
- Industries are complex and can represent multiple companies and organizations.

IBISWorld
industry market reports for more than 700 U.S. industries, organized by the North American Industry Classification System (NAICS). Reports cover outlook, trends, market segmentation, etc. Also includes company benchmark reports.
Business Source Complete [EBSCO]
A database covering business and economics. Materials available include trade journal articles, scholarly articles, company reports/SWOT analysis, industry reports, country reports, and more.
Mergent Online
A financial database covering public and select private US and international companies, both active and inactive. Includes general company info in addition to SEC filings, reports, insider trading details, current and historical financial info going back 15 years, and more
Value Line Investment Survey
A collection of investment reports updated quarterly for 1,700 publicly-traded companies. It provides financial strength, current and historical financials, and 3-5 year projections. Each report includes a short commentary on each company and its industry
Nexis Uni (formerly Lexis-Nexis)
Search for companies to fine articles, company reports, press releases, and legal information.

North American Industry Classification (NAICS)
Created by the Census Bureau in 1997, NAICS replaced the SIC. NAICS includes many newer industries in addition to being a uniform classification system for Canada, the U.S., and Mexico. NAICS is hierarchical and classifies each industry by broad group and then subdivides each into smaller, more specific classification. Each industry is assigned a unique number. The NAICS is updated every five years and was last done in 2017 (updates: 1997, 2002, 2007, 2012, 2017, and 2022).