I am having issues locating reliable industry data.


I am performing an industry analysis and am having issues locating industry data from reliable sources. I guess it has been a while since I have done this type of research. Could you possibly give me some guidance? I feel like i'm hitting walls.

Answered By: Linda Kern
Last Updated: Jan 22, 2018     Views: 16


Thanks for providing the industry code - it's very helpful. Here are the best places to search and search strategies for your project. We'll search for multiple industry reports because vendors report differently, even for the same industry. Reports also sometimes categorize industries differently than the NAICS codes.

On the Company & Industry Reports page of the BA507 Research Guide, under Company & Industry Reports, link to Marketline. The Marketline reports won't always use the NAICS classification, but it's a good starting point. Click Browse by Industry, and from the pop-up choose Paper and Packaging. Use the right-side toolbar to narrow by geography to North America. The United States - Paper & Paperboard will then show in the results. Clicking United States - Paper & Paperboard will take you to the report, which is available online, or you can download the 38 page industry report. The report includes information on Kimberly Clark and its competitors.

You'll also want to search ABI/Inform Complete, linked on the Research Guide just below Marketline. When the search page loads, choose the "Advanced Search". Once there, scroll down until you see the NAICS code box, and paste in the code - 322291. Continue to scroll until you see the "Document Type" box, and click "Industry Report". Search. When the results load, use the left-side toolbar to narrow the dates to 2016-2018. You'll see about 23 results, including

  • Pulp, Paper and Paperboard Mills, Including Newsprint Manufacturing Industry (U.S.) Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2024, NAIC 322100 Published September 15, 2017
  • Paper Products Manufacturing, Including Packaging, Containers, Boxes, Stationery and Sanitary Products Industry (U.S.) Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2024, NAIC 322200 Published September 15, 2017

If you look closely at the NAIC numbers in the titles, you'll see that the second (322200) is more specific than the first (322100), but both may be useful.

For the next source of information, financial benchmarks, try eStatement Studies, also listed below Marketline in the Research Guide. Using the first dropdown on the eStatement Studies page, scroll until you reach the code 322291, Sanitary Paper Product Manufacturing. Click View. When the page loads select "Annual Statement Studies". This will provide all kinds of important financial ratio benchmarks for the industry, so you can determine how Kimberly Clark is doing in comparison to other companies of similar size.

If you need additional info, go back to the research guide and click Financial Ratios in the left-side navigation. This will provide some websites. Morningstar is my preference.

Good luck with your research!

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