MBA. Value Driven Marketing

Transcription

1 MBA Value Driven Marketing IDC LIBRARY

2 INTRODUCTION About Value Create value to customers Drives their satisfaction, loyalty, and profitability

3 INTRODUCTION Types of Material Newspapers Blogs Articles Market Research SWOT analyses Company Profiles Industry Profiles Reports Data and Statistics 3

4 INTRODUCTION Where to start? Example of hierarchy Market Dairy market, Internet market, Coffee industry, Haircare market Products yogurt, Internet service providers, coffee machines, shampoo Company profile profile of companies that supply products Consumers/users/audience statistics 4

5 Library Catalog What about those consumers. Search in the library catalog for background information Good-to-know strategies Finding general background information Phrase or words together use inverted commas: yoghurt industry Wildcard: yog#urt Retrieves: yogurt, yoghurt, yoghourt (the symbol # may differ check HELP in the database help) Boolean logic: AND, OR, NOT 5

6 Library Catalog What about those consumers. Words are joined by AND automatically 6

7 PATENTS What to do with the results A quick way of refining your search is to select specific subjects. Click More Options 7

8 Results Different types of material are available Can use the subjects for leads to additional material Shows location on the shelf. Click View Online to read ebooks 8

9 Databases Recommended Databases LexisNexis Academic News and dossiers on companies Euromonitor (Passport) a global market research database providing statistics, analysis, reports, surveys and breaking news on industries, countries and consumers IBISWorld Database containing a variety of market research in UK, US and global industry reports. Rating Report and Iexpert Industry Summaries MarketLine providing accurate and up-to-date research reports on companies, industries and countries across the global market Forrester mostly tech and start-ups includes playbook Ebsco Business searching interface Statista numbers and statistics

10 In the Media General News Useful information and statistics can be gleaned from popular news, social media and trade publications 10

11 LexisNexis News Example: Coffee Industry The failure of Starbucks in Israel 11

12 LexisNexis News Example: Coffee Industry The success of Aroma coffee

13 LexisNexis Business News Business Specific News 13

14 LexisNexis Business News Coffee Industry Example showing a trend coca cola moving away from carbonated drinks and entering the coffee market

15 LexisNexis Business News Coffee Industry Statistics and what customers want 15

16 Euromonitor Euromonitor Passport Numerous search options This one shows industry statistics 16

17 EUROMONITOR Worldwide coffee statistics Statistical information by country with forecasts Click the Related Analysis icon for analytical details 17

18 EUROMONITOR US Coffee analysis From here you can link to additional material In the related Industry report dropdown list, the coffee companies mentioned here are analyzed 18

19 EUROMONITOR US Coffee analysis 19

20 EUROMONITOR Trends Can also see what the trend may be developing. For example, instant coffee makers want to fight by changing the low-quality stigma associated with instant coffee brands 20

21 EUROMONITOR What to do? From the same report, suggestions of how to achieve their goal Innovative ideas 21

22 IBISWORLD IBISWorld Statistics and reports Europe, US and Global 22

23 IBISWORLD Coffee Industry in the UK The report is broken down into sections which can be read online Can download a PDF of the report 23

24 IBISWORLD Coffee Industry in the UK At a glance you can see the major players, main activities and similar industries 24

25 IBISWORLD Coffee Industry in the UK Additional resources are given as well which are available freely on the Internet 25

26 IBISWORLD Risk Factors Risk assessment is useful for analysis of the industry 26

27 IBISWORLD IEXPERT IEXPERT Risk assessment gives key statistics and highlights industry issues and questions 27

28 MarketLine MarketLine One of the useful features is a search by company name 28

29 MarketLine Starbucks Provides a comprehensive report, including SWOT analysis 29

30 MarketLine Case Studies Can also limit your search to Case Studies 30

31 MarketLine Case Study Nestle Useful statistics and general trends 31

32 EBSCO EBSCO Business Interface Offers searching and browsing for company information and profiles 32

33 EBSCO EBSCO Business Interface This example shows browsing by market reports limited to beverages The results show publications where you can find the full text article Note you can browse by Type of document as well SWOT analyses, Country Reports and so on 33

34 EBSCO EBSCO Business Interface Market share guide global beverages 34

35 EBSCO EBSCO Business Interface This example shows a search by company name 35

36 EBSCO EBSCO Business Interface The report with different sections 36

37 FORRESTER RESEARCH Forrester Mostly technology and IT From Reference Desk Only Can perform general searches, or look at Playbooks, which provide marketing information 37

38 FORRESTER RESEARCH Example for Customer Loyalty Information on how to strategize. Also has references to additional articles 38

39 STATISTA Statistics Statistics and reports 39

40 STATISTA Statista Dossier Report: Starbucks 40

41 STATISTA Statista: Starbucks Amongst other information, something about the customer 41

42 STATISTA Something about the Customer A search on customer loyalty brought up the following report. Statistics about coupon buying 42

43 RefWorks How to keep track RefWorks Keep track of all material used Store articles Create bibliographies Remember: Create your own account Remote access means using a group code before logging in with your username and password IDC

44 RefWorks RefWorks Sign up using the group ID 44

45 RefWorks RefWorks When you find relevant articles, export the citation to RefWorks 45

46 RefWorks RefWorks You can import the full text go to the relevant citation and click the EDIT icon 46

47 RefWorks RefWorks Before importing full text, first save the article and then attach it in the Edit Reference window. Once it has been saved, you can open the full text in RefWorks 47

48 Reference desk: Sun- Thu : 8:30-20:00 Friday: 8:00-13:00 Ph. No Ask Us: virtualref@idc.ac.il