Library Guides: MKTG 301: Principles of Marketing Berks: Introduction

Introduction

To do secondary market research for your restaurant and the restaurant industry, you will need to analyze the marketing environment of the area, looking for:

Customer information
Competitive environment information
Economic/Technological/Political/Social environment information

See the menu at left for help in finding this information.

Once you have gathered information, you will analyze it all to see which pieces of information you consider a Strength, a Weakness, an Opportunity, or a Threat (SWOT) for your restaurant.

When you are ready to cite your sources, see "Cite Reports."

Mintel
Some market research has already been done for you!
Use Mintel to get detailed reports on customer behavior, trends in specialty restaurants, and more.
Provides access to two products. Mintel Academic publishes 600 market research reports each year for the U.S. and European consumer markets. Reports analyze market drivers, trends, market forecasts, market segmentations, demographics, and consumer attitudes and purchasing behaviors. The Trends module in Mintel Academic tracks cutting edge trends and shifts in consumer behavior. Mintel Market Sizes provides market size, market share and segmentation data for global consumer packaged goods industries. No walk-ins allowed.