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Topic: Company Research

This guide provides an overview on how to do company research.

SWOT and Five Forces Analysis

SWOT analysisThe following databases are great places to find SWOT reports, which provide additional insight into a company.

SWOT : Strengths, Weaknesses, Opportunities, Threats

"...A framework for identifying the internal strengths (S) and weaknesses (W) of a firm, and the external opportunities (O) open to it and the threats (T) it faces, which can be used by corporate planners in formulating the firm's competitive strategy and marketing strategy in individual product markets and its overall business strategy." - Collins Dictionary of Business

Use the information found in SWOT reports to search for additional articles that might go into more depth. If you can't find one for your company, find a SWOT analysis for one of their competitors.

Image by Xhienne, CC-BY.

Databases

  • Search Tip: Search for your company. On the results page, refine the search on the left. Under Publication Type, select SWOT Analysis.

Michael Porter claims that "the state of competition in an industry depends on five basic competitive forces" (1980, p.3). The five forces are: threat of new entry, threat of substitution, bargaining power of buyers, bargaining power of suppliers, and competitive rivalry.

*Porter, Michael E. 1980. Competitive Strategy: Techniques for Analyzing Industries and Competitors. The Free Press. New York.

While you will often need to conduct your own Five Forces Analysis, you can find some pre-made reports in Business Source Premier.

Databases

  • Search Tip: Type in your industry (i.e. retail) in the first search box and "industry profile" in the second. Find the most current Marketline Industry Profile for your country.
  • Search Tip: Select the Industry Analysis tab from the top of the page. Then, select the Reports tab to view industry reports.