James Hardiman Library

Commercialisation Information Resources for your market research

Locating global marketing information & data

Identify and verify the market opportunity using the 5 C’s

1. COMPANY– What special competencies, skills and assets do we have?

2. CONTEXT – What is the profile of our target market? What drives the market?

3. CUSTOMERS – What needs are currently unsatisfied or unmet?

4. COMPETITION – Who will compete with us and what is our real differentiation ?

5. COLLABORATORS -  – Whose help do we need to enlist?

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Your market research should reveal

• The total size of your market?• Current/potential demand in target market• Trends in target market—growth trends, trends in

consumer preferences, and trends in product development.

• Provider profiles / Identify the competition• Language, culture, politics, economy, infrastructure• Duties/taxes, transport costs• Technical requirements • Labeling/Packaging requirements

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Secondary research sources

published information - industry profiles, trade journals, newspapers, magazines, census data, demographic profiles

This type of information is available from library resources, industry associations and government agencies,

chambers of commerce, from vendors who sell to your industry, etc. (Enterprise Ireland, County Enterprise

Boards) (www.basis.ie).

talking to people who know about the industry, markets and products you are considering

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Relevant Library sources• Books – marketing books at 658.8• Journals & databases for finding relevant articles• Government & EU publications• EU publications• State-sponsored bodies’ publications• Market research databases• Commercial directories• Literature from trade associations & professional

bodies

Types of secondary market research information available from the Library

• Industry profiles - selected• Trade journals• Newspapers• Magazines • CSO census data• Demographic profiles

Gwen RyanJames Hardiman Library

Online marketing information resources available via the Library

• Index to business journal articles– Business Source Premier

• Market research report databases– GMID, Mintel

• Newspaper archives– Nexis, Factfinder, Irish Times Online

• Company & industry profiles databases– FAME, Kompass, Nexis, Business Source Premier

School Institute Name to go here

• Majority of e-Resources are covered by educational licence agreements

Generally do not allow use for commercial gain

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Business Source Premier Industry’s most used business research database

• 2,300+ full text journals, including full text for 1,100+ peer-reviewed business publications including Harvard Business Review, Journal of Marketing Management, Journal of Marketing Research (JMR), Journal of Marketing, Journal of International Marketing

• Country economic reports from the EIU, Global Insight, ICON Group and CountryWatch

• Detailed company profiles for the world's 10,000 largest companies and SWOT analyses

• Market research reports

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• Industries & Markets file– Industry Directories & Profiles

– Industry Statistics

– Industry Trade Press

– Market Research Reports

– Tenders Opportunities

• News file– Newspapers

– Industry & Trade Publications

– News wires & press releases

• Companies & Organisations file– Company Analyst Reports

– Company Directories & Profiles

– Company Filings

– M&A Reports

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• 200+ countries researched • In-depth analysis for 80 countries - representing 95%

of global consumer spending• 8 million internationally comparable statistics • 17,000 full market reports • Comment on emerging industry, country and consumer

trends • 1000s of sources providing further research

information • Powerful data analysis functions allowing you to

customise data for specific needs

The “premier source for international marketing data”

Company information

• Filed accounts & contact details– Companies Registration Office www.cro.ie

– Companies House (UK)

– FAME (UK & Ireland) via Library website

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Gwen RyanJames Hardiman Library

Free company information

• - free access to basic information for international businesses, additional information (eg. turnover) for European companies

• • US company information…

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Annual reports directories on the Web

• .ac.uk - free service offering one point access to European and US Company Annual Reports

• - free US publicly traded annual reports

Gwen RyanJames Hardiman Library

The remaining slides indicate how library and other online resources can answer questions such as:

What is the size of the Irish diaspora market in North America

• What is the current demand for chilled ready meals?

• Who are the main competitors in this market, and what are their product positionings?

Size of US market

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Population finder on www.census.gov

Nature of the market

USA Country Factfile on GMID

Market size and projected growth

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Euromonitor US market size statistics for Chilled Ready Mealson GMID

Industry profiles

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Business Source Premier

Irish competitors on FAME

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