Global Market Research Case Study Paper

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Global Market Research Case Study Paper

Sperry/MacLennan is architectural company based in Canada. The firm main architectural project is recreational building. The firm had been in business since 1970’s and face up and down in the market. The firm currently has 19 employees. In this paper, reader will gain knowledge about opportunities facing Sperry/MacLennan, key issues in growth, and important of global marker research.

Summary of Company

Drew Sperry, one of the two senior partners in Sperry/MacLennan, founded the company in 1972 as a one-man architectural practice. At the end of its first year, the company was incorporated as H. Drew Sperry and Associates; by then Sperry had added three junior architects, a draftsman, and a secretary. One of those architects was John MacLennan, who would later become a senior partner in Sperry/MacLennan ( Aaker, Kumar, & Day, 2007). The firm gains big upside during 1970’s. The firm opened two branches to provide better services to local clients. During mid 1980’s, company was force to cut down on their employees and was forced to close their local franchise. The firm was reward in 1983 when Sperry won the competition for the aquatics facility forth Canada Games to be held in Saint John ( Aaker, Kumar, & Day, 2007). Sperry had gain national recognition in sport recreation facilities and reputation as a good design firm specializing in sports facilities was secured. After national recognition, Sperry decided to provide new services to his client. He started pool business. The firm added Mitch Brooks as their partner 1987.

The Situation Discussed in Case

The case study provides a different situation firm was facing. The firm took a downfall in early 1980’s. The firm had no real competit...

... middle of paper ...

...ver Canada. However, the most important role played by market research would be on display when the firm was considering an export of technology to the US and around the world under the free trade policy. Global market research will allow S/M to research possible target markets not only in the New England area which is their primary location of export, but look for other avenues around US and Europe. Through impeccable market research and recognition because of awards won by S/M, the firm can easily target other markets except New England. Also, S/M can better gauge the customers’ needs through market research.

Works Cited

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

Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.

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