Use databases to locate articles on products, competitors, marketing data, consumers and other topics essential to the environmental scanning process.
Many public companies will have SWOT Analyses available in Business Source Premier.
Using Procter & Gamble as an example, the easiest way to find these reports is to enter the company name with the word SWOT in the search box. Consider searching for similar analyses on competitors.
Think of trade associations related to your product or industry. Check out both their publications and webpages.
Here are some trade publications related to the beverage industry. Use one of the business databases such as ABI or Business Source Premier to search for aticles on an industry or product. This will help you identify some of the relevant trade publications.
Search within these publications for articles on industires, companies, or target market