Skip to Main Content

BUAD 5407: Marketing Strategy

Context: External Analysis

To determine the external market environment, analysts must conduct industry research. Doing so involves the effective use of a variety of tools, including NAICS codes, SIC codes, proprietary industry reports, and macroeconomic indicators. The resources below are classified based on the types of information they provide. 

Industry Codes

Industry Codes

SWOT: Opportunities & Threats (Industry Reports)

Porter's Five Forces Analysis

Macroeconomic Indicators/PESTLE Analysis

PESTLE stands for Political, Economic, Sociological, Technological, Legal, and Environmental, and PESTLE reports provide unique insights into countries and cities as places for potentially doing business.


Profile Photo
Anna Milholland
McLeod Business Library
Raymond A. Mason School of Business
Alan B. Miller Hall
101 Ukrop Way
Williamsburg, VA 23185