14. Industry
14.1 What is the core industry?
14.2 What is the name of the industry publication?
14.3 What are the current trends in the industry?
It is impossible to understand your target firm without understanding it in the context of the larger industry in which it operates. There are a wide variety of industry publications on industries, small and large, and they can be important sources of information on the overall industry and the major firms within it.
The NAICS code you identified in Question 2 will allow you to identify the industry (or industries) in which the company is operating. The best way to learn about an industry is to consult industry publications. You can find these using a general news search or by consulting Industry Portal or Web Wire. Industry publications often provide a great deal of information about current trends in the industry, as well as comparative data on the industry’s top players.
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CFRA’s MarketScope Advisor Database provides company reports and industry surveys. IBIS World provides slightly less comprehensive reports but on a much wider variety of industries. Business Insights: Essentials also provides basic information on industries, and Mintel looks specifically at retailing, healthcare, technology and tourism.