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MKTG 300: Principles of Marketing

This research guide was designed for Claudia Barrulas Yefremain's F2020 MKTG 300 Course

Conducting an Environmental Scan

Environmental Scan, an examination of the external and internal environments:

  • External environment: political/legal/regulatory, economic, socio-cultural, technology, environment (PEST or PESTEL Analysis).
  • Industry environment: new entrants, suppliers, buyers, product substitutes, intensity of rivalry, position of the firm in the industry (Porter's Five Forces Analysis). 
  • Firm-level: strengths, weaknesses, opportunities, threats (SWOT Analysis). 

PESTEL/PEST Analysis: there are no readily available "PEST/PESTEL reports" in library databases. Best bets:

  • 10-K: esp. the sections Risk Factor and MD&A
  • IBISWorld: esp. sections like Industry Performance (esp. the Key External Drivers), Industry Outlook, Products & Markets, and Operating Conditions.
  • If you're doing a PESTLE analysis for a company or industry in the United States see United States Country Profile (MarketLine via EBSCOhost).

Five Forces Analysis

SWOT Analysis: The following are a list of resources to better understand SWOT:

You can also use Business Source Complete to find existing SWOTs: 

1. At the Advanced Search screen, type in the name of a company (e.g., Bank of America) in the first search box and click the Search button. NOTE: You can select CO Company Entity from the adjacent Select a Field (optional) drop-down menu for more precise results.

2. In search results, go to the Refine Results panel (on the left) and under Source Types select SWOT Analysis (if available).

3. In the Search Results list, click on the PDF Full-Text link to view the desired SWOT analysis. 

4. Scroll through the profile to view and read the SWOT Analysis for that company. Use the output options (download, email, print, export, etc.) to save the document.