Note: Morningstar's revenues are gauged from an analysis of company filings.
Trademark applications show the products and services that Morningstar is developing and marketing.
Morningstar's new tradmarks suggest it is investing in R&D and marketing, while expanding into new products or markets.
Trademarks may include brand names, product names, logos and slogans.
SUITABILITYPRO Computer software for generating risk profiles for individuals; Computer software for generating financial plans for individuals; Computer software for monitoring the implementation of financial plans for individuals, and for recommending strategies based on the risk profile of the individual
DEALVIEW Preparation of reports relating to finance and investments, in the field of structured finance securities, featuring credit research, analysis and ratings; Preparing financial reports for others, in the field of structured finance securities, featuring credit research, analysis and ratings
ANDEX Printed charts that provide stock market, economic and financial data
Determine whether Morningstar grew or shrank during the last recession. This is useful in estimating the
financial strength and credit risk of the company.
Compare how recession-proof Morningstar is relative to the industry overall.
While a new recession may strike a particular industry, measuring the
industry and company's robustness during the last recession estimates its ability to weather future recessions.
A competitive analysis shows these companies are in the same general field as Morningstar, even though they may not compete head-to-head.
These are the largest companies by revenue. However, they may not have the largest market share in this industry if they have diversified into other business lines.
The "Competition" section of a business plan or investment memorandum would start by analyzing the information about these companies.
Competitive advantage comes from offering better pricing or superior products/service.
These companies are similar in business line and location to Morningstar.
While some companies compete with neighboring businesses for customers, other companies may compete to attract skilled employees.
These companies are in the same general field as Morningstar and are rapidly expanding. Companies may grow organically or through acquisition. In some cases apparently high growth rates may be caused by data that weren't available in previous years.