Market Research
SWOT
In the Business Source Premier Database, you can find published SWOT analyses within for many public companies.
1. Go to Advanced Search
2. Click Publications
3. Search for your company to see if a profile or SWOT analysis is available
If there isn't a SWOT analysis, you can create your own SWOT analysis by collecting information from multiple sources, such as company profiles, industry & market information, and news.
- Your Opportunities and Threats are about the industry, not the individual company. Look at industry profiles and a SWOT analysis for your competitor (you have the same O&T if you are in the same industry and you may or may not have the same S&W's).
- Your exact search terms to locate articles (in Business Source Premier, ABI Inform) will vary per your company. Consider using the advanced search. In one row, include the company name and use the pull-down box to select Company. In another consider the phrases you'd like to find in your article. You can try strengths OR advantages. If that doesn't work, try customers OR consumers as the articles about the customers might discuss what they like or don't like about the products or services.
