Global Market Research Case Study Analysis: Sperry/MacLennan

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Global Market Research Case Study Analysis: Sperry/MacLennan The Business Dictionary defines opportunity as an “exploitable set of circumstances with uncertain outcome, requiring commitment of resources and involving exposure to risk” (Opportunity, 2012, para. 1). To grow and prosper, an organization needs to seek continually opportunities to do so; thus the subject of the case study “Sperry/MacLennan Architects and Planners” (Aaker, Kumar, & Day, 2007, pp. 72-75). In this case study, Sperry/MacLennan considers its next business venture: to take its architectural skills, and leadership, to the next level by expanding its business beyond its Canadian borders. Furthermore, with this proposal, Sperry/MacLennan explores new opportunities for growth and prosperity; hence, the subject of this paper. Case 3-2: Sperry/MacLennan Architects and Planners Since drafting the first blueprint in 1972, Sperry/MacLennan’s architectural practice has experienced the high and lows of business economics as well as adapted to changes within its business dynamic and focus. Case in point in 1983, Sperry/MacLennan gained national recognition for winning a national competition for the aquatics facility for the Canadian Games held in Saint John (Aaker, Kumar, & Day, 2007, p. 73). With this win, the organization shifted its business focus to recreational facilities while gaining a renewed passion for the industry with the “innovative and new” possibilities, and challenges, recreational faculties provided (Aaker, Kumar, & Day, 2007, p. 73). In 1987, Sperry/MacLennan hired a new junior partner, and future visionary, Mitch Brooks. While encountering the ebb and flow of the construction business, Brooks embarked on a new research venture to explore... ... middle of paper ... ...s architectural leadership to the next level by expanding its business services beyond Canadian borders into the United States. To move forward with this business venture, Sperry/MacLennan must conduct the necessary market research needed to seize this unique opportunity to grow and prosper its organization; a unique opportunity to take its talents globally and succeed in a global market. However to succeed in a global market, it takes vision and opportunity, and it all begins with market research. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons, Inc.. Brainy Quote. (2011). Opportunity Quotes. Retrieved from (2012). Opportunity. Retrieved from

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