Understanding Company Research
Doing company research provides information on corporate entities and organizations directly from the source and from the industry or market that they do business within. You will need to know whether your company is a public or private company to successfully do research.
Private companies are companies that are owned by private investors. They do not need to meet the Securities and Exchange Commission filing requirements for public companies. Examples of private companies include Staples, Cargill, and Trader Joe's.
Public companies are companies that have issue securities through an initial public offering or IPO. The company stock is traded on at least one stock exchange or in the over-the-counter market. Examples of public companies include Netflix, Chevron, and Nike.
Company research may also include:
- Company profiles with basic contact information
- Standard Industrial Classification (SIC) or North American Industry Classification System (NAICS) code
- Stock exchange abbreviations and official names
- Competitors and industry standing
- Annual sales and revenue statistics
- Expected growth and trends
- Products and services
- Company size
- Strengths, Weaknesses, Opportunities, Threats (SWOT) analyses
Adapted from LMU Research Strategies for Company Information Tutorial and ELAC Business Guide.
Company Profiles
- Business Source EliteTo search company profiles:
1. Open the database. If off campus, enter your GCC username and password.
2. In the top navigation menu, select "Company Profiles".
3. Search company by name.
4. Next to company name, select "Marketline Report" PDF link to view profile. - Hoover's Company RecordsTo search company profiles:
1. Open the database. If off campus, enter your GCC username and password.
2. Enter company name in the search box.
3. Select company from list of results.
4. View PDF of company profile. - ABI/INFORM CollectionTo search for SWOT analyses and company profiles:
1. Open the database. If off campus, enter your GCC username and password.
2. Enter the company name in the search box OR input the NAICS code.
3. Select "Reports" in the Source Type checkbox filters.
4. Select "Search".
Company Websites
Companies, especially public companies, use their websites to provide information on their activities, important changes, and relevant company data.
When evaluating company websites for research consider the following:
| Using ARM to Evaluate company websites | Audience and Authorship (A) | Representations and Reality (R) | Messages and Meaning (M) |
|---|---|---|---|
| What to think about... |
|
|
|
| EXAMPLE: Coca-Cola Website | This website wants to attract and keep shareholders. They give company statements, financial data, and news so people can see their success and want to invest in Coca-Cola. | They update the website often. News and stock information is updated daily. Company reports and results are updated by quarter directly from the company. | Most of the website is about the story, vision, and financials for Coca-Cola. The company wants to look sustainable, like they care about the environment and have values people would trust. They also want to look socially responsible and aware of what is happening in society. |
Adapted from LMU Research Strategies for Company Information Tutorial.