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BUAD 176: Professional Selling

A guide to Library research resources and strategies.

Target Company - How can the company be described?
Mission, vision, slogan?
Products and services?
External environment?

Annual Reports

Annual reports from incorporated (public) companies are distributed to shareholders and, generally speaking, required by regulations. Typically annual reports include audited financial statements and information on the company's performance.

Sources for Annual Reports:

TIP: Company's official websites often contain annual reports.

Top Library Sources for Company Information

SWOT analysis

Strengths, Weaknesses, Opportunities, and Threats analysis are important tools for auditing the overall strategic position of a business and its environment.

To access SWOT information for a company, use one of the databases below.

TIP Not all companies will be in these databases and not all of the companies in the databases will have a SWOT analysis.


A PESTEL analysis can help "identify and evaluate the important external forces that might positively or negatively affect the company" (Walsch, 2019). PESTEL stands for: Political, economic, sociocultural, technological, environmental and legal.

Marketline and The EUI both have in-depth analyses of Canada, with Marketline's in the PESTLE format:


What political factors might effect industry? Examples include political stability, taxes, tariffs, government policies, regulations or laws.

Look for country reports that include the current political environment in the following databases:

What economic conditions effect your industry? Examples include interest and exchange rates, unemployment and income levels, consumer confidence, cost of materials, and general growth or decline in the economy. 

What social forces effect your industry? Social/cultural forces include demographic and consumer trends, education levels, attitude and lifestyle changes, and social norms or values that could impact business

What are the technological factors that might impact your industry? Consider things like automation, innovations in technology, access to technology, changes in manufacturing which may effect operations.

Industry profiles in the following databases may contain information about technological factors affecting industries.

What environmental factors could impact your industry? Examples include "climate, recycling procedures, carbon footprint, waste disposal and sustainability"*

What legal factors might impact your industry? "Factors include employment legislation, consumer law, health and safety, international as well as trade regulation and restrictions"

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