MK 495: Capstone Team Project Research Guide

Overview

Competitive benchmarking research involves systematically comparing a company's performance, strategies, and processes to those of its primary competitors. This research helps identify strengths, weaknesses, and industry trends by examining factors such as product offerings, customer service, pricing, marketing approaches, and operational efficiency. By gaining insights into competitors' practices, businesses can pinpoint opportunities for improvement, develop strategies to differentiate themselves, and stay competitive in a rapidly evolving market. Ultimately, competitive benchmarking research equips companies with the knowledge to make data-driven decisions and refine their market positioning.

Use the databases below to determine who your company's top competitors are, then use resources on the Organizational Analysis page to find additional information on those competitors:

1. From the search page, enter the company's name
2. Under "Document Type," select "Company Report"
3. Click Search
4. In company profile, see “Top Competitors” or “Key Competitors” or "Competitor Analysis"

In IBISWorld, you will be searching by industry instead of by company. This is a great approach if you are conducting research on a private company, where specific company reports may not be available.

1. Enter industry name - ex. Software publishing 
2. Open relevant industry profile 
3. Click “Companies” (located on the left-hand side) 
4. Click or scroll to "Companies"

1. Enter company name or ticker symbol in the search box > choose company 
2. Once on the company page, select “Analysis” tab
3. Select "Industry Peers" from the left-hand menu 

You can find a video walkthrough here: