1 Commerce 4KH3: Management Issues in Electronic Business Ines Perkovic Business Librarian Innis Library, KTH-108 February 2016 McMaster University Libraries library.mcmaster.ca x22081
2 Session Outline Where to find reputable info on industries companies customers advertising for your e-business plan McMaster University Libraries library.mcmaster.ca x22081
3 McMaster Library Home Page Research menu Subject & Course Guides Course Guides tab > Commerce Commerce 4KH3 Library Presentation Slides
4 What is the industry in which my company will compete? What regulations govern the marketplace? What are the characteristics of the industry? Industry / Marketplace What are the threats & opportunities in the industry. What are the general trends and forecasts within the industry? What are the service and product trends in the industry? McMaster University Libraries library.mcmaster.ca x22081
5 NAICS Canada 2012 An industry code classifies, organizes & describes industries Keep in mind companies can have multiple industry codes companies not always assigned consistent industry codes databases & directories can vary in their use of industry classification systems (e.g., Canadian vs. U.S. NAICS, may vary at the 6 th digit) Determine which industry(ies) your e-business belongs to
6 Sample NAICS Canada Code, Name & Description Industry code and formal name
7 IBISWorld Covers over 1,000 U.S., 425 Canadian & 73 global industry reports. Search for keyword(s) or browse report titles Most reports cover industries at the 5-digit NAICS level Specialized reports cover industries at most granular level (U.S. only) Sample Industry Listing (U.S.Specialized)
8 IBISWorld - Sample Report Mouse over tabs and click headings to jump to sections within report Typical Report Structure or Table of Contents Topics covered include: Useful for all aspects of a marketplace analysis
9 Passport Worldwide industry info on a variety of products & services Covers B2C industries for over 200 countries Each category breaks down into narrower topics. e.g., Retailing contains reports on Direct Selling, Home Shopping, Internet Retailing, Vending, etc. for individual countries. Covers B2B industries for Canada only.
10 Passport - Sample Search Results
11 Passport - Sample Report Reports include links to other potentially relevant /related content within Passport. Channel Data section typically includes industry sales (value & volume) company shares, brand shares, distribution, & forecast sales (value & volume)
12 Business Source Complete Contains articles from journals & magazines, company profiles (with SWOTs), industry profiles (with statistics & Porter s Five Forces analysis) & many other publication types. International in scope. Indexes over 11,000 business sources (many of which are available in full-text). Covers a wide range of business topics. Browse for content Search for content using keywords, industry codes, ticker symbols and more.
13 Business Source Complete Sample Industry Profile For additional industry sources, see the How to Find Industry Reports guide. lengthy reports (>25 pages) Includes market overview market value market volume market segmentation market share market outlook market forecasts five forces analysis leading companies
14 Web of Science Indexes key scholarly journals (from 1976 to current) in a wide range of subject areas (e.g., business, psychology, IS, etc.) Database contains articles from some of the most prestigious journals. Can be used to support your ideas, opinions & recommendations.
15 Search Tips & Possible Search Terms direct sell* e-business electronic business e-commerce electronic commerce electronic shop* e-tail* home shop* internet retail* internet shop* internet use mobile business non-store retail* online shop* teleshop* wild card symbols (* or!): searches for variations of word endings e.g., shop* finds shop, shops, shopping, shopper, shopaholic, etc. quotes ( ): searches for phrases - words in exact order specified
16 Who are the major competitors in the industry? What are the strategic positions of competing companies? What are the typical financials for a company in a particular industry? Companies / Competitors How does my company compare to other companies in the industry? What are the competitors strengths & weaknesses? McMaster University Libraries library.mcmaster.ca x22081
17 Thomson ONE (aka Investext) Includes analyst reports on companies worldwide Reports can include company overview key facts history major products & services financial analysis SWOT analysis top competitors company view and more NOTE: Only works with Internet Explorer. Accessible via the DSB Virtual Lab & Library s website. Simultaneous User Limit = 5
18 Factiva & Lexis/Nexis Academic Worldwide news & company database contain 1000s of international newspapers such as the Hamilton Spectator, Globe & Mail, Financial Times, NYT & WSJ Factiva > Search Lexis > Search by Subject or Topic > All News contain company profiles for public & private companies worldwide; include competitors, financials, ratios, current news Factiva > Companies/Markets Lexis > Search by Subject or Topic > Dossier (Company, Executive, & Industry)
19 via Factiva Company Content: Factiva vs. LexisNexis For additional company sources, see the How to Find Company Annual Reports guide. via LexisNexis Academic
20 Canadian Business Patterns (CBP) Provides counts of Canadian businesses over time Provides counts of businesses by: industrial activity (e.g., NAICS code) geography (e.g., province, CMA, etc.) employment size ranges (e.g., 1-4, 5-9, etc.) year ( ), usu. issued 2x a year, June & December each year must be searched separately Consult user guide for searching tips
21 Canadian Business Patterns: Sample Data Internet publishing and broadcasting and web search portals 2015 (June) 2014 (June) 2013 (June) 2012 (June) 2011 (June) CANADA 1,966 1,818 1,598 1,431 1,160 Newfoundland & LB Prince Edward Island Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon NWT Nunavut
22 Industry Norms & Key Business Ratios Includes 14 key business ratios that measure solvency, efficiency and profitability. Also provides competitive benchmarking data derived from public & private companies in 800 lines of business. R A T I O S N O R M S
23 Financial Performance Data (Industry Canada) Provides benchmarks to assess a company with its competitors.
24 Who is my target market? Who is the best customer for my product or service? Customers What are the habits & preferences of my potential customers? What are the population trends of my target market (i.e. income, education, language, etc.)? What are my customer s needs & demands? McMaster University Libraries library.mcmaster.ca x22081
25 Passport Worldwide consumer & demographic information. Topics covered Top 5 Consumer Trends Consumer Segmentation Housing & Households Money & Savings Eating & Drinking Grooming & Fashion Health & Wellness Shopping Habits Leisure & Recreation Getting Around Contains detailed Consumer Lifestyle Reports for more than 60 countries.
26 CANSIM (Statistics Canada) Canadian socio-economic database. Search or browse for current & historical statistics on a wide variety of topics. Search Browse Updated daily CANSIM can be used to track trends analyze market potential study economic activity make investment decisions profile demographics
27 Sample CANSIM Table: Canadian Internet use survey, electronic commerce, electronic orders by age group and type of good and service (percent)
28 The Daily (Statistics Canada) Statistics Canada newsletter profiles NEW statistical releases. Articles contain analysis, numbers & additional sources. Search or browse for articles from 2012 to the present. Sample Article Identifies CANSIM table(s) related to the topic.
29 Canada Census 2011 & National Household Survey (NHS) 2011 Demographic data for Canada, provinces, cities, and more Census covers: Families & Households Language Population NOTE: NHS data previously included in mandatory long-form census. NHS is voluntary. Read about the implications for research NHS covers: Aboriginal Peoples Labour Education Mobility Ethnic Origin Non-official language Housing Religion Immigration & Shelter Costs Citizenship Visible Minority Income of families Income of households Income of individuals This is the most current Census and NHS data for Canada. Canadian Census occurs every 5 years. Next census happens in 2016!
30 Census/NHS Data available at various geographic levels via Statistics Canada Use a postal code to find relevant geographic area. Definitions of geography included in Census Dictionary
31 Census & NHS Data for Tract 45 (neighbourhood) which includes postal code L8S 4M4
32 Map Tab: (Census Tract), Ontario Variety of maps provided that can be resized.
33 FSA = Forward Sortation Area (larger than a census tract) Census and NHS data by FSA e.g., FSA map for Hamilton
34 Canada and Forward Sortation Areas e.g., 2011 Census Profile by Age (15-24) & Sex Hamilton FSAs Can help pinpoint location of your target market. e.g., L9C has the most year olds in the city. Good location to target if your product or service caters to this demographic. NOTE: Beyond 20/20 software may be required to view some Census & NHS data Click icon below for free download. (Windows only).
35 What advertising channels are available in my target market? Advertising / Marketing What are the most effective methods for promoting my product or service? How does media usage (internet, radio, magazines, newspapers, TV) vary by generation? McMaster University Libraries library.mcmaster.ca x22081
36 Media Digest Marketing Facts CARD Include Canadian advertising, media and consumer info NOTE: McMaster does not subscribe to CARDonline. Advertising rates are not available.
37 Research Innis Phone: ext Innis Service Desk ext Business Librarian Face to Face: Drop by the Service Desk or book an appointment with the Business Librarian Live Chat:
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