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BUS 495: Strategy: Home


Welcome BUS 495 Students!

This guide will help you with your Company Case Study Analysis


Industry Codes

NAICS- The North American Industry Classification System (NAICS) is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy.

SIC- The Standard Industrial Classification is a system for classifying industries by a four digit code. 

Key Terms

  • Profitability
  • Long term growth
  • Industry
    • Market saturation rate
    • Competitiveness
    • Growth rate
    • Life cycle stage
  • Market trends
    • PESTEL
  • Marketing research report
  • Opportunities
  • Shortcomings


Public Company Websites.  Google search the company name and "investor relations."  This will often provide links to Annual Reports; financial reports such as 10-K, 10-Q, and 8-K; and corporate social responsibility reports.

Business Market Research Collection. Provides company profile reports. THIS IS A GOOD PLACE TO START!

ABI/Inform. Provides company profiles and reports about products and executives as well as in-depth news and analysis of industry trends and developments. Study and compare specific industries

Business Source CompleteCountry Reports, on the right side tool bar, links to extensive current reports providing information on the PESTEL factors in different countries.  Also an excellent source for Industry Profiles.

Wall Street Journal.  Available from 1984-present in ProQuest Newsstand.

New York Times.  Available from 1980-present in ProQuest Newsstand.

Pew Research Center.  A nonpartisan fact tank that studies "U.S. politics and policy; journalism and media; internet, science and technology; religion and public life; Hispanic trends; global attitudes and trends; and U.S. social and demographic trends."

Pew Research Center Global Indicators Database.  Pew Research Center conducts public opinion surveys around the world on a broad array of subjects ranging from people's assessments of their own lives to their views about the current state of the world and important issues of the day.

iPOLL (Roper Center-Cornell University).  A public opinion/polling database of 500,000+ questions and answers on a wide range of topics collected by the Roper Center for Public Opinion Research; data covers 1935-present.

Census QuickFacts (U.S.Census Bureau).  Provides demographic statistics for the United States and all states and counties, and for cities and towns with a population of 5,000 or more.

American Factfinder (U.S. Census Bureau).  Somewhat more unwieldy than Census QuickFacts, American Factfinder provides social and demographic information for households, states, cities, and counties.

PESTEL Analysis

Political factors include government policies, leadership, and change; foreign trade policies; internal political issues and trends; tax policy; regulation and de-regulation trends.

Economic factors include current and projected economic growth; inflation and interest rates; job growth and unemployment; labor costs; impact of globalization; disposable income of consumers and businesses; likely changes in the economic environment.

Social factors include demographics (age, gender, race, family size); consumer attitudes, opinions, and buying patterns; population growth rate and employment patterns; socio-cultural changes; ethnic and religious trends; living standards.

Technological factors affect marketing in (1) new ways of producing goods and services; (2) new ways of distributing goods and services; (3) new ways of communicating with target markets.

Environmental factors are important due to the increasing scarcity of raw materials; pollution targets; doing business as an ethical and sustainable company; carbon footprint targets.

Legal factors include health and safety; equal opportunities; advertising standards; consumer rights and laws; product labeling and product safety.