When choosing a company to research one important factor to consider is whether or not it is privately owned or if it is a publicly traded company. Publicly owned companies have a statutory obligation to share their financial information. Privately owned companies have no such obligation and it can be very challenging to locate any information about the company.
As privately owned companies are not obligated to share their financial information it's extremely difficult to analyze them for financial health, to make a SWOT analysis or even to be 100% certain who their main competitors are. You may find that you have to make a series of educated guesses: