Market and Industry Research: Infographic Activity- Craft Beer

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Learning Outcomes:

As a result of this instruction, students should be able to:

  • Find market information as well as industry information
  • Understand the following concepts: Market Share, Market Size, Secondary and Primary Market Research
  • Find industry and market research reports in IBISWorld and Mintel
  • Present industry information in a visual manner


Resources:

  • A market research database (Mintel)
  • An industry database (IBISworld)
  • Giant sticky notes or poster paper
  • Crayons and markers (We provide markers and tell the students to bring their art supplies)

Two optional pre-lectures and walk-throughs:

  • Introduction to Industry Analysis: [1]
  • Introduction to Market Research: [2]
  • Mintel Walk-through (Interactive Tutorial): [3]
  • IBISworld Walk-through (Interactive Tutorial): [4]

Premise:

The chocolate manufacturing industry is extremely competitive. Your company, Big Sweety, is already successful at manufacturing a variety of hard and chewable candies, and is now considering entering the chocolate manufacturing business. As Big Sweety’s newly promoted Assistant Manager for Strategic Directions, you are now responsible for analyzing the current state of chocolate manufacturing and chocolate candy and making a recommendation on this opportunity. In order to accomplish this, you must:

  • Be aware of the state of the industry.
  • Understand who your major competitors are and what they are doing.