In this section, you will evaluate and discuss the company's vision, mission, and values statements, describe the company's key long term objectives, and assess the company's strategies.
Did you know about iPhone before it was first introduced by Apple? How about the newest style of sportswear from Nike?
The strategic direction of a company is part of its success, and it is very unlikely that the company will advertise its strategy to everyone, including its competitors, before any product launch.
Therefore, the strategic information you find will probably be dated or very general. However, you can look at current trends and past approaches to make an educated guess about the future aims of the company.
And always remember, you may have to look in a variety of places to find the information you need.
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.
Industry profiles offer an important context for your company's situation. Are the critical issues your company is facing unique to the company, or prevalent within the industry? Are there critical issues faced by your company's competitors that are not an issue for your company? Are there industry trends that are not reflected in your company's strategic directions or reports to investors? Industry profiles will give you a chance to gauge your company's situation against the larger industry.
Passport GMID offers news, profiles, analysis, reports, and data for industries in the fast-moving consumer goods sectors. It's also a good place to find related demographic and economic data for countries around the world. A search for an industry reveals a variety of types of information:
To find industry data:
APA Citation Format
References
Euromonitor International. (2015a, June 29). Beer: What's brewing on the horizon? Global briefing. Retrieved from http://www.portal.euromonitor.com/portal
Euromonitor International. (2015b, June 30). Sales of beer by category: Total volume 2009-2014 [Table]. In Beer in Canada category briefing. Retrieved from http://www.portal.euromonitor.com/portal
Euromonitor International. (2015c, July 6). The growth in popularity of craft beer in New Zealand [Audio podcast]. Retrieved from http://www.portal.euromonitor.com/portal
Euromonitor International. (2015d, July 8). Beer in Sweden category briefing. Retrieved from http://www.portal.euromonitor.com/portal
Telford, H. (2015, June 24). What does craft mean in carbonated soft drinks? Opinion Retrieved from http://www.portal.euromonitor.com/portal
In-Text Citation
(Euromonitor International, 2015c)
(Telford, 2015)
Note:Provide the URL of the publisher's home page (in this case Euromonitor). Do not provide the direct URL to the report, or the name of the database (Passport GMID).
Industry profiles from Gale Business Insights are global in scope and offer an overview of the industry (key facts, top countries, and top companies), as well as a variety of documents related to the industry:
Tip: Always check the date on the profile - while many are relatively current (within the last year), some are older, particularly in smaller markets, like Canada.
To find a profile:
2. You can either select an industry from the list or click search (magnify glass) and choose from the industries listed on the results page.
From the Industry Profile page, you can find the "Commercial Banking Global Report" under Industry Reports.
APA Citation Format
Reference
Commercial banking. (2021). In Gale Business Insights: Global Collection. Retrieved from https://go.gale.com/ps/dispBasicSearch.do?userGroupName=abbo55004&prodId=GBIB
In-Text Citation
(Commercial banking, 2021)
Note: Provide the URL of the database home page, but not of the specific document.
Industry profiles from Business Source Complete offer a great deal of data about an industry. A profile will typically include the following:
Tip: Check the date on the profile - while many are relatively current (within the last year), some are older, particularly in smaller markets, like Canada.
To find a profile:
APA Citation Format
References
MarketLine Industry Profile. (2012a, February). Global Pet Care. Retrieved from http://www.marketline.com/
MarketLine Industry Profile. (2012b, February). Pet Care in Canada. Retrieved from http://www.marketline.com/
In-Text Citation
(MarketLine Industry Profile, 2012a)
Note: Take the title from the title page of the report, not the listing in the database. Provide the URL of the publisher's home page (in this case Marketline). Do not provide the direct URL to the report, or the name of the database (Business Source Complete).
Stock Analysis provides performance data on industries (market cap, revenue, profits, PE ratio, profit margin, dividend yield), as well as companies. The focus is on companies traded on U.S. stock exchanges. Choose the data you want to display (see "Columns") for companies within the sector, then export your data to an Excel spreadsheet.
To find the industry profile: