Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.
ZSR Library

Marketing Management: Marketing Plan Research

Here you can find resources to help your Marketing Plan

Company & Industry Research

Company Information:

  • Company History
  • Products in the line
  • Product Categories
  • Brand's mantra
  • Competitors (industry)

Don't forget to check out Dewey's Bakery website and their competitors' websites!


Suggested Search Terms:

  • [company name]
  • [industry name]
  • "Cookie, Cracker & Pasta Production"
  • "Cookie and Wafer Manufacturing" 
  • "Grocery Wholesaling"
  • Search using specific competitors' names as search terms

Customer & Product Research

Consumer & Product Research:

  • Brand awareness
  • Image of brand
  • Strengths & weaknesses of the brand
  • Position in the market
  • Consumer preferences and behaviors


  • "cookies" AND consumers
  • "baked goods" OR "snacks" AND consumers
  • "Cookies" AND "consumer attitudes"
  • "packaged baked goods" AND "consumer preferences"
  • "packaged cookies"
  • "cookies" AND "market share"
  • "baked goods" AND "market size"
  • (consumer type/segment) AND (product)

Marketing Strategies

Questions to ask yourself when searching:

  • Which market segment(s) of the category should be targeted?
  • Potential areas of opportunity in category or brand?
  • How would you grow the brand going forward?

Search Term Suggestions:

  • "cookie" OR "packaged cookie" AND trends
  • (industry) AND (trends OR innovation)
  • distribution AND (product or industry)
  • "promotion strategies" AND (product or industry)
  • (company or industry) AND partnerships
  • (industry or product) AND "pricing strategies"

Jamboard Link

Your Librarian

Profile Photo
Summer Krstevska
251C Farrell Hall

Your Librarian

Profile Photo
Morgan Ritchie-Baum
251F Farrell Hall
Need help? Chat with us