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MAR6805 / Marketing Management in the Global Environment

Company & Industry Information

What is a SWOT Analysis?  SWOT stands for strengths, weaknesses, opportunities, and threats.  A SWOT Analysis is used to evaluate a company's competitive position in the market.  A SWOT Analysis should assessing the performance, competition, risk, and potential of a business, product line, division, or industry.

Below are 2 databases to search for SWOT Analysis' of Companies.  Use them to find examples on SWOT Analyses done on a variety of companies, divisions, and products. Check out the Positioning Map tab and use the NAICS/SIC tab to identify the industry.



For example:

What is the company's competitive advantage?

What resources are available?

What products, division, etc. is performing well?


For example:

What can be improved?

What divisions or products are underperforming?

What resources are missing or lacking?


For example:

What new trends can be used to improve operations, sales, etc.?

Can core or auxiliary services be expanded?

What new trends or new market segments can the company explore?


For example:


How does new legislation impact the product, company, etc.?

What does the competition do well?

What new trends threaten the company?


What is a Positioning Map?  It is a technique that uses a diagram to show how a brand or company compares to the competition with a focus on future positioning goals. Used to identify gaps in the market and analyze competition.

Use the tab for Company & Industry Info. for databases to search and check out the  Business Plan tab.  


graphical image of positioning map



The resources below will help you find company and industry information.  Use the databases to learn about similar companies to use in your analysis.  Start with IBISWorld to find Industry Information. 


Create a Company List


Private Company Info.

NAICS stands for North American Industry Classification System and SIC stands for Standard Industrial Classification.  

NAICS started replacing SIC in 1997 because of the need for expanded classifications.

NAICS: NAICS stands for North American Industry Classification System.  Utilized by a large number of business and economic resources, knowing your NAICS code can help you streamline your search and pinpoint the resources that will be the most useful for your research.  NAICS codes are searchable on-line through the US Census Bureau's site.

SIC: SIC stands for Standard Industrial Classification.  It was created by the US government as a way to put different business activities into categories.  SIC codes were replaced by NAICS codes but many resources still refer to and use them.

SITC: SITC stands for Standard International Trade Classification. If you are looking for information and data related to trade (exports and imports) on a global scale, you may want to identify the SITC code for the trade to improve your ability to make comparisons and locate specific information.

Database Thesauri: While you search make sure you pay attention to the subject terms and keywords assigned to the resources you find the most useful.  Also check the resource you are using to see if it offers a thesaurus.  If you are having trouble finding your search terms by using your own keywords, check the thesaurus to see how the resource has classified the topic you are interested in.