Globalization of companies in the global market continues to increase and have major impacts on all areas of business (Aaker, Kumar, & Day, (2007). International marketing research is one of those areas and a major function in organizations in facilitating marketing decisions outside the country the organization is established. Performing effective global market research requires knowledge and expertise in the areas of customer interests, needs, environmental factors, prices, and products of the country of interest. In this paper, the subject to analyze is the firm of Sperry/MacLennan (S/M), a Dartmouth, Nova Scotia, architectural company, focusing on their plans to export the company’s services. The analysis includes an overview of the company’s situation, identifies the key issues, decision-making on the issues, and the value of market research in the global community of interest.
Situation of the Company
The firm of Sperry/MacLennan (S/M), established in 1972, was a thriving architectural firm specializing in recreational facilities in the Canadian markets. In 1981-1982, the firm reduces staff because of the slow-down in the industry resulting in low demand of architectural services. During 1983, S/M received a major project in Canada, leading to increase recognition and its reputation as an architectural firm for creative design in sports facilities. This project and the recognition received from it came at a striking time for S/M because the construction industry rebounded in 1984 remaining strong through 1987. In addition, S/M received several Canadian architect awards for their design of sport complexes in major areas securing their position as a leader in architectural ser...
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...tive market research can result in the success or failure of any marketing campaign if the marketing research function is not properly executed. Globalization is happening in every country and organizations continue to move into new markets outside of their own boundaries. Global market research holds the information to execute decisions resulting in high value for organizations. As discussed in this paper, Sperry/MacLennan used global market research in determining the direction of the firm. By seeking new markets in other countries, S/M tends to make the best choice for maximizing profits and market share long-term.
Aaker, D. A., Kumar, V., & Day, G.S. (2007). Marketing Research (9th ed.). Hoboken, New
Jersey: John Wiley & Sons.
Burns, A.C. & Bush, R.F. (2006). Marketing Research (5th ed.). Upper Saddle River, New Jersey: Pearson-Prentice Hall.