Industry Analysis: An Introduction

Step 3. Find Out How Companies in an Industry Compete to Sell their Product or Service

Marketing is about selling. Marketers track:

  • What product is sold & how much - how a company distinguishes its product from others in the category (competitive environment) and what is that company's percentage of sales in the category (market share).
  • To whom a product is sold (demographics, geographic)
  • How a product is sold (Marketing strategies, eg, advertising, publicity, promotion, etc.)
  • Where a product is sold (Channels of distribution, for example: online, brick and mortar) 

Databases for Marketing Info

Find Market Share or Market Size Data

Trade Associations

Associations monitor industry trends, collect industry data and promote the interests of their members.  Their publications and websites are excellent sources of industry data.

Finding Trade Associations:

Use these databases to identify the names of & in some cases, the links to trade associations:

Factiva

  1. Mouse over the Company/Markets tab on top and select "Industry"
  2. Select an industry from the list on the left
  3. Scroll down to the bottom of the page for a list of trade associations (with links to their websites)

IBISWorld:

  1. For a list of trade associations, find a relevant report.
  2. Click on "About this Industry" on the top left corner
  3. Trade Associations are listed in the "Additional Resources" section.

Search online for industry association websites:

  1. Use Google or your favorite Web search engine. Be sure to include inurl:org in your search.
  2. The following are links to lists of trade associations. No list is comprehensive but these will give you a start.