Global Market Research Case Study Analysis
The Sperry/MacLennan group of Dartmouth, Nova Scotia specializes in recreational building design (Aaker, Kumar, & Day, 2007). Junior partner Mitch Brooks has been researching data to present to the board that will support his research that the company should shift focus to a more diversified approach to future business efforts. A case study analysis will prove helpful to his efforts.
Describe the situation discussed in the case
Drew Sperry (Aaker, Kumar, & Day, 2007) founded Sperry/MacLennan Architects and Planners (S/M) in 1972. The architectural services provided by the company earned its reputation as a solid business in designing recreational multi-use facilities in Canada. The original company name was H. Drew Sperry and Associates (Aaker, Kumar, & Day, 2007). The company is exploring new and creative ways to expand operations into new markets including the United States, but first must address the obstacles they will encounter.
Identify the key issues for the organization
The company would experience a series of growth and decline during the 1970s and 1980s. It became clear that to continue sustainable growth going forward the company needed to address key issues.
1. Collaborate with other key businesses that complement the Sperry/MacLennan designer’s projects.
2. Explore expansion into new markets in and outside of Canada
3. Enhance the design capabilities of the in-house staff to include the use of CADD (computer-assisted design and drafting) software
4. Structure and prioritize, which business opportunities to pursue that would prove sustainable to future revenue.
5. Address the customer service side of the business to improve customer loyalty in a business that has l...
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.... A population shift from the Sunbelt states back toward the Northeast was identified earlier (Aaker, Kumar, & Day, 2007). This could bring business back closer to the Canadian border for the company toward weather climates S/M is most familiar. However, Brooks is not convinced that remaining in the Northeast would benefit the long-term goals for S/M to remain competitive. Mitch Brooks has proved to be a valuable asset to the company since his hire in 1987 (Aaker, Kumar, & Day, 2007). Brooks has convinced the board that the company should look within the United States and even parts of Europe where the economy is positioned to finance new building construction. The market research expenditure seems warranted to keep S/M ahead of the competition.
Works Cited
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
Superior customer value: strategies for winning and retaining customers (3rd ed.). Boca Raton, FL: CRC Press.
Table of Contents I. Introduction 3 II. Custom Woodworking Company Corporate Profile 3 III. Opportunity 4 IV. Project Concepts 5 V. Case Study Proposal 5 VI. Project Processes and Knowledge Areas 6 VII.
Client(s) may be in the first stage of our design thinking sequences (Archer, 1984, p. 67), and then the designer job is to explore what is the problem, what do we want, what do they need: to produce a design to meet the requirements. The initial design problem presented to the designer may be poorly and incompletely described (McDonnell, 1997, p. 45...
There are four key resources that can be broken down into categories; human, financial, physical and intellectual (Martin, 2015). Effective key activities are vital pieces of the puzzle that help the business deliver its value propositions ("20 Minute Business Plan: Business Model Canvas Made Easy," n.d.). These activities need to be carried out so the product or service that was promised can be delivered ("20 Minute Business Plan: Business Model Canvas Made Easy," n.d.). These particular activities coincide with the revenue stream building block, which is a procedure a company follows to get their chosen customer segments to purchase the service or product. A revenue stream can be generated seven ways; an asset sale, a usage fee, a subscription fee, lending/leasing/renting, licensing, a brokerage fee, and finally advertising (Martin,
Leedy, P. D., & Ormrod, J. E. (2010). Practical research: Planning and design (9th ed.). Upper Saddle River, NJ: Prentice Hall.
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
In writing the business plan, I determined our target market and our marketing strategy to gain a share of the market. I also had t...
Customer service is constantly evolving. A few decades ago, businesses considered customer service an unnecessary expense. Now, companies view it as a competitive advantage in the marketplace. Research reveals that “80% of CEOs believe they deliver a superior customer experience, but only 8% of their customers agree”.
It's very well known that a companies success is not only dependant on the possession of a good product or service, but the key aspect to a successful business is excellent customer service. As the market grows, now more then ever companies are emerging, they are offering very similar types of products and services. Successful customer service can be a way a business becomes original and unique, it can be the key to attracting and maintaining loyal customers. Good customer service can start-up a business while bad customer service can harm a company. An average customer that experiences an issue will complaint to 9-10 people about the problem. A customer that received support to their problem and a potential solution will tell at least five
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
"A Renewed Commitment to Buildings and Their Social Benefits." U.S. Green Building Council. N.p., n.d. Web. 12 Nov. 2013. .
From this report, it is clear that a series of steps have to be taken in order to construct or renovate a building. Firstly, a problem is defined and in order to understand this information is gathered through a survey. Once the survey is drawn up, structures are determined. After calculating loads, sizes of structural members are figured. Materials are tested before using them in real life structures, hence creating a safer structure. When everything is on the point, the structure is constructed. In conclusion, this report shows that various factors contribute to the context of a design brief.