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MKTG 230 Principles of Marketing: Companies and Competitors

Chung; Akdevelioglu

Annual Reports (10-K) & Proxy Statements (DEF 14)

Annuals report will contain:

  • names of executives with titles
  • business units and products
  • revenue and profits
  • initiatives
  • competitors (sometimes)

Proxy Statements will contain:

  • executive compensation
  • stock compensation

Hoovers is a library resource that has both annual reports and proxy statements. These documents can also be found through company websites. Keep in mind only publicly traded companies will have these documents.

Mission Statements

Companies may have a mission statement and they might make it public. Check a companies website and annual reports for a mission statement. One trick it to use Google's site search to look for the word mission on a company website like this.

Other tricks are to search for "our mission" or "mission statement".

Here is a Sample Mission Statement, notice it never uses the word statement. State Farm.

Do not retrieve a mission statement from a third party site. The statements change over time. Current mission statements should come from the company directly.


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