Global Market Research

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Recommended: International trade and international business

More and more small businesses are trying to expand their customer base, and sales, through international trade. These small companies have learned that to stay competitive and to expand their companies, they must compete on a global level. The global market provides several benefits including increased sales, job creation, and protecting the effect of declines in the domestic economy. In this case Sperry/MacLennan, a Canadian architectural firm, have been highly successful in their local regional market but is discovering that in order to stay competitive in their field; they need to tap into the global market.

The Situation Discussed in the Case

Mitch Brooks, a junior partner and director of Sperry/MacLennan, is trying to develop a plan to export his company’s architectural services. Sperry/MacLennan (S/M) is an architectural firm, which specializes in recreational facilities. It has been shown that the local market for architectural services is slowing, so S/M recognizes that it needs to expand into new markets. Brooks plans to present a new marketing strategy to the other directors of S/M on expanding into new markets.

The Key Issues for the Organization

The partners are anticipating a slowdown in the architectural industry in late 1988. A great deal of economists are forecasting a recession for 1989. S/M currently has 19 employees to keep employed; they realize that they need to consider exporting their expertise if they are going to survive through this recession. The company has learned from the past that its success in obtaining a contract is often based on the client’s standards and the present condition of the local market (Aaker, Kumar, Day, 2007).

The United States is usually a good bet for Canadian...

... middle of paper ...

...l more than likely help determine if their business will be successful or not (Freixes, 2011).

Conclusion

S/M has been doing business quite successfully for over 17 years. In those 17 years they have proven to be a respectable and highly skilled architectural firm. S/M has become successful in not only the Canadian market, but also the American market as well. With the right market research and a winning business plan they should be able to do extremely well in the European market.

Works Cited

Aaker, David, Kumar, V., & Day, George. (2007). The Marketing Research Process. Retrieved from https://ecampus.phoenix.edu/content/eBookLibrary2/content/eReader.aspx

Freixes, Gonzalo. (2011). How to Enter into the Global Market. Retrieved from http://www.sbnonline.com/2011/03/how-to-enter-into-the-global-market/2/?paging=1&full=1&edition=los-angeles-editions

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