MKTG 381: Group Assignment #1: Using Secondary Data: Questions 1 & 2

Question 1 - Select a Company

Using the industry you selected with your group e.g., mountain bikes, radio, financial services, beer, computers, soft drinks) select a specific product/brand from a publicly-traded company in that industry (e.g., Budweiser in the beer industry)--if available. Make sure to pick an industry in which a publicly-traded company exists to study.  This industry should be the same industry as you are researching in your Consumer Behavior Class (MKTG 382). All the research done for this assignment can and should be applied to the MKTG 382 Group Project.

Determine the following information for the company you chose: (Note: Use the sources listed below and under Competitive Analysis (Question 4) to find the following information):

  • Name
  • Ticker symbol (if available)
  • Total revenue and net income for the last 3 years. Put this info in Table format
  • CEO (or equivalent) and compensation


Use these sources to find some of the above information:

Question 2 - Industry Classification Codes

Identify the primary SIC and NAICS classification assigned to your industry, and report it. Provide a brief description or identification of the industry (what products/services does it consist of?).

What are industry classification codes? They are codes created by the US government used to collect industry-wide statistics. Many reference sources use them as a way to organize industry and company information. NAICS replaced SIC in 1997, but some sources use both, some still use SIC only.

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. Like the SIC, it 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). Most changes happen in the technology sector.

Standard Industrial Classification (SIC)
Standard Industrial classification system used to describe the structure of American industries. A hierarchical system, industries are organized into broad industry groups and then subdivided into smaller groups. Each industry carries a unique four-digit classification code ranging from 0100 to 9999. The SIC was replaced in 1997 with the North American Industrial Classification System but many sources still use the SIC.