Global Market Research Case Study Analysis
Conducting research in the global market requires organizations to consider many different factors that may not exist ordinarily. This paper will provide a detailed case study analysis of an organization known as Sperry/MacLennan Architects and Planners, and its decision to export services to the United States. The following paragraphs will: give an overview of the current situation, identify key issues of the organization, discuss possible ways the issues can be addressed, and explain the value of market research in the global community.
The Situation
Currently, Sperry/MacLennan Architects and Planners have decided to expand by exporting services into the Unites States. The first place of export is scheduled to be New England but everyone is not in agreement with the decision. This Canadian company has done exceptionally well constructing facilities locally. In addition, Sperry/ MacLennan even won “The American National Swimming Pool and Spa Gold Medal for pool designs against French and Mexican finalists, giving them international recognition” (Aaker, Kumar, & Day, 2007, ch.3). However, despite the facts, Mitch Brooks, one of the junior partners has serious concerns with moving ahead based on some data he recently acquired. The information gathered suggests the decision to export services to a location that is closest may not be the best in the long run.
Key Issues
Through careful analysis of the case study, one has identified some key issues that may need to be addressed before moving forward. One, major issue is Sperry/MacLennan Architect and Associates have not been able to switch over to CAAD systems (computer-assisted design and drafting); this deficiency in technolog...
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...ing, which was a barrier for construction of newer buildings in countries with higher expectations. Another issue arose from their architects having to go through a difficult process to operate outside of their respective provincial borders. Lastly, their lack of willingness to consider other geographical areas. Some solutions involved fundraising, association affiliations, budget allocations, and contracting outside marketing expertise. Either way, it is evident of the high value market research plays in aiding the global community. Knowing what lies ahead when crossing borders and anticipating barriers is always a wise decision to invest in.
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Human resources-Our pre-assigned architect company named as CORE ARCHITECTS (Toronto) which will provide us all designs.
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However, there are some disadvantages in the processes. First, it is very consume time in the pre contract process due to the strategy is sequential and construction cannot be started before the completion of design. Also, the contractor is not appointed in the design stage, so the contractor and supply chain are no input into the design or planning of the project. Mo...
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Times have changed since days of Vitruvius, the inevitable advancement in technology, rapid global population increase and an ever developing awareness of the sustainability of our environment have forced the architect into different positions in the project team Thus it can be said that the external forces that shape the environment that an architect works in does so by manipulating the relationship between the skills required to practice; the scope of expertise and the depth of knowledge. Fig. 3 indicates a diagrammatic timeline representing the changing roles of the architect over the various time periods with respect to the scope and depth of
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International Marketing, at its simplest level, involves the firm making one or more marketing mix decisions across national boundaries (Jobber, 2010). At its most complex level, it involves the firm establishing manufacturing facilities overseas and coordinating marketing strategies across the globe (Jobber, 2010). There are various reasons for going global, some of which are: to find opportunities beyond saturated domestic markets; to seek expansion beyond small, low growth domestic markets; to meet customers’ expectations; to respond to the competitive forces for example the desire to attack an overseas competitor; to act on cost factor for example to gain economies of scale in order to achieve a balanced growth portfolio. The methods of market entry that could be used are indirect exporting (for example, using domestic –based export agents), direct exporting (for example, foreign –based distributors), licensing, joint venture and direct investment. I found this par...