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MKT 432 - Strategic Marketing Planning - 10 Point Company Analysis

This research guide organizes the Library electronic resources available for use in composing the 10 point company analysis assignment.

Welcome to the MKT 432 Guide!

Welcome to the Strategic Marketing Planning - MKT 432 Research Guide! Here you will find a number of resources to aid you in your 10 point company analysis project.

Company Research



A public company is one that trades stocks or securities on an exchange. The Securities and Exchange Commission (SEC) regulates the sale of securities in the United States therefore a great deal of information, especially financial information, is available for publicly traded companies on a company's website, on free investment sites and on library subscription sites. 


A private company is usually owned by an individual or a group of individuals in a partnership or closely held corporation.  Minimal information is available for private companies on the web, in directories, and in newspapers.


A company that is owned by another company (parent company). Financial information on a subsidiary is seldom available and it is necessary to read the reports of the parent company.  Newspaper and magazine articles often provide useful information.

Multinational Company (MNC) or Multinational Enterprise (MEC)

A company that has operations in a number of countries. MNCs based in other countries and sell securities in the United States are regulated by the SEC


A company that is based in a foreign country and is regulated by the governing body of the home country.

Non-Profit or Not-for-Profit Company or Organization

A company or organization that is not allowed by law to make a profit, such as a charity, association, or educational institution

LinkedIn Social Media Marketing Group & Professional Associations