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*School of Business & Economics: Get Started with NU Library

Learn how to navigate the library website, databases, and more!

Weekly Assistance Opportunity

Thursdays from 4:00 p.m. to 6:00 p.m. Pacific

Join Coach Dr. Justin Geiger from the Academic Success Center and Business Librarian Stephanie Johnson anytime during this two-hour session to ask questions, conduct research, or just have a place for accountability.

Registration is not required. Come and go as you please, but be sure you come and see us! Click the image to join!


The U.S. Securities and Exchange Commission's (SEC's) mission is to "protect investors, maintain fair, orderly, and efficient markets, and facilitate capital formation."

SWOT Analysis

What is a SWOT Analysis?

A SWOT analysis (Strength + Weakness + Opportunities + Threats) is an analysis of a company used to create strategic business plans. External environmental factors are typically considered to be Opportunities or Threats. Internal factors are generally classified as Strengths or Weaknesses.

Understanding SWOT Resources:

Where can I find SWOT Analyses?

Using the following databases, use keywords "SWOT analysis" or "SWOT" with the name of the company you are interested in. For instance, try "SWOT analysis" AND Tractor Supply Company.

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Company & Market Information

Annual Reports:

Annual Reports are a yearly record of a public corporation's financial condition that must be distributed to shareholders under Securities and Exchange Commission (SEC) regulations. Included in the report is a description of the company's operations, as well as its balance sheet and income statement.

Where can I find Annual Reports?

  • Company websites often include 3-5 years or annual reports. *Caution: Even though these are developed for stockholders, keep in mind that there may be a corporate bias because the documents are public-facing.
  • Various library databases contain annual reports.

Finding Competitors:

Use the resources below to find information on a company's competitors or industry competitors.

Consumer Research:

  • Census Business Builder: A suite of services that provide selected demographic and economic data from the Census Bureau tailored to specific types of users in a simple to access and use format.
  • Economic Census: A great source for U.S. economic, social, and demographic statistics, particularly for small areas and local communities. Includes information on the national and local U.S. economy, businesses, and industry data.

Market Reports:

Industry, Country, & County Information

NAICS: North American Industry Classification System

SIC: Standard Industrial Classification

Industry Information:

Country Reports:

Country Data:

County Information: