Commerce 2MA3: Introduction to Marketing

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Commerce 2MA3 Introduction to Marketing

• Consultation / Workshop
• January 2008

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Comm 2MA3 Tutorial Agenda

• How to find
• SIC and NAICS codes
• Competitors
• Company information
• Trade association
• Industry sales/size
• Market share

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FBI guide contains all key sources
http//library.mcmaster.ca/innis/find/fbi.htm
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Do NOT choose one of the excluded industries

• Meat
• Telecommunications
• Oil and gas (any part of it)
• Computer Peripheral Equipment (any part)
• Supermarket and other Grocery Stores

• Breweries
• Personal and Commercial Banking
• Scheduled Air Transportation
• Real Estate

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How to find Canadian SIC Code?

• One copy of the SIC Manual at Innis Library NOT
  available online
• Use the 4 digit SIC code description from this
  manual only
• Use the index at the back of the manual
  (manufacturing or non-manufacturing) to locate
  your code and description

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Example SIC Manual
Step 1 Look in the correct index (Manufacturing
or non-manufacturing)
2082 Beer(alcoholic beverage)
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Step 2 Look up the SIC code in the manual to get
the definition description of the industry
Formal Industry Name
2082 SIC Code4 digit level
Description of industry
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Canadian NAICS Code

• One copy of the current NAICS Manual available at
  Innis Library
• Also available online through Statistics Canada
• http//www.statcan.ca/english/Subjects/Standard/na
  ics/2007/naics07-menu.htm
• Revised every 5 years 2007 is most recent
  version

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How to find NAICS Code ?

• Print version Use the index at the back of the
  manual to find your industry code description
• Electronic version Search for keywords to locate
  your industry code description.
• Use the 6 digit NAICS code description from the
  print OR online manual for your proposal

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Example NAICS Code (Online version)
Step 1 Key in your search words
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NAICS Online
Step 2 Click on a link for formal industry
name description
NOTE These are not the formal names of
industries
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NAICS OnlineStep 3 read the definition and
description of the industry
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Finding Competitors

• Some questions to ask yourself before consulting
  a source
• What kinds of companies are included? (e.g.
  public, private, largest companies, etc.)
• Are the companies in this source classified by
  SIC or NAICS code?

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Using Your Codes to Find Canadian Competitors

• SIC code
• Canadian Key Business Directory (book)
• Largest companies in Canada
• Canadian Business Database
• Comprehensive list of companies, large and small,
  public and private
• FPinfomart.ca Corporate Surveys (database)
• Publicly traded Canadian companies

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Using Your Codes to Find Canadian Competitors,
cont.

• NAICS code
• Scotts Directories (books)
• Primarily manufacturing companies in Canada

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Do NOT choose one of the excluded companies

• Any Brewery
• Any Oil/Gas firm
• Any Air Transportation firm
• Any Banking firm

• Maple Leaf Foods
• Cascades
• Canada Bread Company
• Cadburys
• Domtar
• Biovail
• Saputo
• Sun-Rype
• Cott Corporation

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Canadian Key Business DirectoryLists largest
companies in Canada by SIC
Lists co. by SIC
Page contains brief co. details (see next slide)
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Canadian Key Business Directory Sample entry
Headquarters

• D-U-N-S 24,484,4148 (HQ)
• Brick Brewing Co. Limited
• Formosa Springs Brewery
• 181 King St. S. (Waterloo), Kitchener, ON N2J 1P7
• Tel [phone] Fax
  519-576-0470
• Emp Here 30 Emp Total 110
• Sales 21,254,721 Year Started
  1984
• Principal Selling Territory North America
• SIC 2082 Manufacturing-Malt Beverages
• Mr. James R. A. Brickman Chairman of
  the Board
• Mr. Doug Berchtold President
• Mr. Craig Prentice Exec Vice-President
  Sls

Sales
SIC Code(s)
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Searching Canadian Business Database
Select search criteria create form
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Canadian Business Database, cont.
Type SIC code
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Canadian Business Database, cont.Comprehensive
list of cos. in Canada by SIC
398 companies with SIC 2082
Click on company name for co. details including
employees, estimated sales, credit rating SIC
codes
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FPinfomart Corporate SurveysLists publicly
traded Canadian companies by SIC
Corporate Surveys module lets you search by SIC
Click company name for company history,
financials more
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Canadian Company Information Private or
Public?, Public for 5 years? Inc. Date?

• SEDAR (website)
• all companies are Canadian and publicly traded
• includes company annual reports
• search by company name or by industry group
• FPinfomart.ca Corporate Surveys (database)
• all companies are Canadian and publicly traded
• search by company name or SIC code

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Canadian Company Information, cont.

• Factiva (database)
• chose Companies / Markets link
• international coverage, search by company name
• Mergent Online (database)
• international coverage of publicly traded
  companies, search by company name

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SEDAR public companies in Canada by name and by
industry
Type co. name or select industry group
Select document type date range
Submit search
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SEDAR Full-text annual reports for Brick Brewing
Co. Limited
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Mergent Online Includes public companies
worldwide
Click tabs to access company info, annual
reports, industry reports
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How to find a Canadian trade association?

• Use Associations Canada (book)
• Available in print at the Innis Library
• Search the topical index in front of the book to
  identify a relevant association
• Also available online (see FBI guide)
• NOTE Your company does NOT have to be a member
  of the association you pick.

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Associations Canada OnlineSimple Search
Limit To Associations Canada
Type in your search words
Generated 35 results including Brewers of Canada
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Canadian Industry Size / Sales

• Statistics Canada - E-STAT / CANSIM
• Free to Mac students only if accessed via the
  library website
• Link in FBI guide
• Industry Canada website
• See programs and services by industrial sector
• http//www.ic.gc.ca/epic/site/ic1.nsf/en/home

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Canadian Industry Size / Sales

• Trade association contact website
• Newspaper magazine articles
• Factiva LexisNexis Academic (databases)
• Industry Reports SWOT Analysis
• Business Source Complete (database)
• Estimate Add total sales of companies in your
  industry

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E-STAT CANSIM table 301-0006
Table 301-0006Principal statistics for
manufacturing industries, annual (dollars x
1,000)
Search or Browse for Data in E-STAT
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Business Source Complete
Company Industry Info Some SWOT analyses
available
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Canadian Market Share

• Market Share Reporter (book)
• Available at the Innis library
• Global Market Information Database
• Newspaper Magazine articles
• CPI.Q (database)
• Factiva (database) search Canadian sources
• Estimate calculate a very rough estimate using
  method outlined in FBI guide - divide industry
  sales by company sales