Global Market Research Case Study Analysis

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Global Market Research Case Study Analysis

Sperry/MacLennan Architects and Planners are scoping out the possibilities of becoming a global practice. The practice has seen a decrease in architectural projects in Canada and has become aware of opportunities within the United States and other Europen countries. Sperry/MacLennan are beginning the research into the different possibilities and will need to identify the specific problem and prepare for possible challenges.

Situation Description

Sperry/MacLennan Architects and Planners located in Dartmouth, Novia Scotia is posed with the decisions to become a global architectural practice. Currently Canadian architectural needs are declining and an opportunity has opened up in the United States, more specifically in the post-secondary intuitions with additional focus on athletic facilities. Sperry/MacLennan Architects and Planners have highlighted their expertise in this area with several prestigious awards and achievements in sports facility architecture. The current focus for expansion is targeted to the New England states because of its geographic proximity to Sperry/MacLennan’s homebase, the population density, and the similar climatic conditions (Aaker, Kumar, & Day, 2007).

Identify Key Issues

Crossing into international markets can be complex and extremely beneficial (Aaker, Kumar, & Day, 2007). According to Aaker, Kumar, and Day (2007), some items to consider: 1) profile the target customer, 2) interview target segments to assess preconceived ideas, 3) hire local researchers familiar with costs and methods, 4) use a variety of methods to get a full perspective, and 5) analyze the findings for differences. Although the location is close and the Free Trade Agreement opened...

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...ocus on the respect for tradition or for blazing a different path and creating a different set of rules.


Sperry/MacLennan Architects and Planners have the opportunity to grow their business globally. Focusing on the differences in culture, regulations, and technology will be at the forefront of their marketing research. Properly addressing the issues and identifying the most prosperous and long-term market segments will assist the company in further expanding themselves and building a bigger and better reputation.

Works Cited

Aaker, D.A. Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.). Hoboken, NJ: John

Wiley & Sons.

Knol. (2009). Retreived from


Mind Tools Ltd., (1996-2012). Retrieved from

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