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Business to Business Marketing: Describing Strategies for Competition

For class assignments requiring company, industry, and market share information.

Finding SWOTS

Business/investment advisory analysts' reports are a great place to find clues about a company's business strategy. Often these are related to description of the company's strengths, and opportunities. This example is an excerpt from a 5/22/2014 SWOT found in Lexis Nexis Academic:

"OPPORTUNITIES:
NEW PRODUCT LAUNCH
At Tree Top, innovation is considered as the top priority since it creates competitive advantage and builds brand equity. Innovation continues to be a cornerstone of the company’s corporate strategy with significant efforts focused against consumer demands for products that are convenient, and healthy."

 

 Business Source Complete's company profiles include a Strenths, Weaknesses, Opportunities, and Threats analysis also known as a SWOT analysis. For example, the analysis of competitive strengths for ADP says in part that it makes lower company profits and yields lower returns to its stockholders than Paychex. The report then explains the impact that fact is likely to have on ADP's long term success.

 Lexis Nexis Academic:  A keyword search in this database yields SWOT analyses from different investment advisory services, each speaking from a different perspective and containing slightly different information from what is found in Business Source Complete.

Sort results by relevance and select any reports that seem helpful.

The ADP SWOT report by the GlobalData investment advisory service dated April 4, 2014 points out, for example, that in November of 2012, the company announced significant enhancements to its payroll platform. This report also lists other ADP product innovations by name.

The ADP SWOT report by the ICD investment advisory service dated Feb, 7, 2014 makes a similar observation about the payroll platyform but does not name other specific product innovations.

News Sources

COMPANY WEBSITES   Companies may hint at new competitive initiatives on their websites, although they are not likey to give much away lest competitors out do them with copy cat strategies.

DATABASES   A keyword search on the company name combined with some other keyword(s) in a news source such as   Lexis Nexis Academic sometimes reveals plans to expand global operations, introduce product innovations, or similar strategies designed to gain a competitive advantage. Finding the best keywords or winnowing through a large number of search results may not be quick. Allow time if you want to do this kind of search.