In this section, you will analyze and discuss your company's marketing strategy, focusing on all elements of the market mix (i.e., the 4Ps, or price, product, promotion, and place).
You must reference the company's web site in your analysis. It's a good source for vision, mission, & strategic statements, organization & structure, current financial information, company promotion & marketing tools, product information, and more. Corporate information may be buried on the main web site - look for an "About Us" or "Company" or "Investors" link on the home page.
But remember: the main purpose of a company's web and annual report site is to promote itself, so "trust but verify" - all of the information on the company's achievements and performance can (and should be) be verified in external sources.
The most recent report (and sometimes previous reports) is usually available on the company's web site. The annual report is a great source for vision, mission, & strategic statements, organization & structure, current financial information, recent achievements, strategic plans, and more. The annual report is a legal requirement for public companies, but it's also a vehicle for retaining and attracting investors - always "trust but verify" using external sources.
Annual reports are also available from these sources:
Public companies around the world (and, in many countries, private companies, too) are legally required to file documents containing financial and other information with the government. These filings, as they're typically called, are then made publicly available.
To find filings related to your company, use the following resources:
For companies operating outside of the U.S. and Canada, you'll need to search the web for company filings [country]. Note that in many countries (including most of Europe), both private and public companies are required to file documents with the government. Documents from non-English speaking countries may not be available in English.
SEDAR+ provides copies of all legally required filings for public companies trading on stock exchanges in Canada. Some of the document types you'll find are:
To locate filings in SEDAR+:
APA Citation Format
References
Big Rock Brewery Inc. (2014, December 17). News release. Retrieved from http://www.sedar.com
Big Rock Brewery Inc. (2015a, May 7). MD&A. Retrieved from http://www.sedar.com
Big Rock Brewery Inc. (2015b, May 7). News release. Retrieved from http://www.sedar.com
In-Text Citation
(Big Rock Brewery Inc., 2015a)
Note: Provide the URL of the publisher's home page. Do not provide the direct URL to the report.
EDGAR is a database of all legally required public securities filings with the U.S. Securities & Exchange Commission (SEC), including those of public companies. Some of the document types you'll find are:
To search for company filings:
APA Citation Format
References
Netflix Inc. (2015, April 17). Form 10-Q. Retrieved from http://www.sec.gov
In-Text Citation
(Netflix Inc., 2015)
Note: Provide the URL of the publisher's home page. Do not provide the direct URL to the report.
Newspapers can be a good source of information about your company. Most newspapers have a business section that focuses on local business as well as business news in general.A good source of information for critical issues facing your company, product launches and reviews, key trends, personnel changes in the executive ranks, and industry news.
Not all product review sites are created equal, and it's good to treat product reviews with a healthy skepticism. There are essentially two types of review sites:
Both types of review sites are valuable. The best strategy is to read multiple reviews from both types of review sites, and look for patterns of agreement or disagreement. Here are a few that we can recommend: