MTKG 301 (Schlosser)


As examples, for Pepsi:   "How do I find specific information about Pepsi's strengths and weaknesses?   How do I find specific information about their competitors?   How do I find information about the soda consumption industry?   I need to know what type of individuals consume cola--how do I find that?   Where can I get demographic information about Seattle and the US?   How can I find out about consumer trends, such as whether demand for soda is increasing?   How can I find information about Pepsi's current marketing strategy?   How can I find secondary data (or published research) on the soda industry?"
    Strengths & Weaknesses   >>>  Competitors   >>>  Soft Drink Industry   >>>  Soft Drink Demographics   >>>  U.S. and Seattle Demographics   >>>  Consumer Trends   >>>  Marketing Strategy   >>>  Industry Research

Strengths & Weaknesses:

Competitors: Soft Drink Industry:
  • Yahoo! Finance Industry Center:   See their Beverages (Non-Alcoholic) industry center.

  • Hoovers Online:   See their Beverages (Non-Alcoholic) and list of companies in the Carbonated Beverages industry. See also the Beverages Industry Fact Sheet and Industry Overview.

  • Euromonitor:   See their extensive market report for Soft Drinks in the U.S., dated June 2004.

  • Standard & Poor's industry surveys.
    See Foods and Nonalcoholic Beverages in volume two; see PepsiCo included in the Comparative Company Analysis at the end of this survey.
    Foster Business Library Reference, CALL NUMBER: HC106.6 .S74 Quarterly.

  • Encyclopedia of American industries.
    See volume one for Bottled and Canned Soft Drinks and Carbonated Waters, on pages 115 to 122.
    Foster Business Library Reference, CALL NUMBER: HC102 .E53 2005.

  • Encyclopedia of global industries.
    See Soft Drinks and Bottled Water on pages 417 to 432.
    Foster Business Library Reference, CALL NUMBER: HD2324 .E53 2003.

Soft Drink Demographics:
    CD-ROM database:

  • Mediamark Reporter:   Available only on PC #19. Demographics for PepsiCo purchasers of various cola products may be found under Beverages, using a keyword search for Pepsi.
U.S. and Seattle Demographics:
  • American Factfinder:   Demographic data is available for states, counties, cities, metropolitan statistical areas, census-designated places, and zip codes—but not neighborhoods. Click here for Washington state census information.

  • Consumer Expenditure Surveys:   This Bureau of Labor Statistics site provides a wealth of data about consumer spending in the United States, for food, alcoholic beverages, housing, apparel and services, etc. Data is available back to 1984 and is sorted by metropolitan statistical areas, regions and other groupings. See Seattle data here.

  • The lifestyle market analyst.
    See the Seattle—Tacoma area on pages 588 to 589.
    Foster Business Library Reference, CALL NUMBER: HF5415.33 .U6 .L54 2005.

Consumer Trends:
  • ABI/Inform Global:   A search, in all databases, for CO(PepsiCo Inc) and Trends produced over two hundred articles, including The word from Wall Street: Soft Drink Edition. A search for CO(PepsiCo Inc) and Consumer Trends produced just five articles, including The Cola Wars Go Low-Carb .

  • Investext:   A keyword search for Soft Drink retrieved over 480 reports, some of them about trends.

  • Standard & Poor's industry surveys.
    See Foods and Nonalcoholic Beverages in volume two; see the Industry Trends section.
    Foster Business Library Reference, CALL NUMBER: HC106.6 .S74 Quarterly.

Marketing Strategy: Industry Research: Help:

1 April 2005.   Peter Stevens, Business Librarian, stevens@u.washington.edu, 206-543-4360.