Marketing Research Case Study

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Marketing Research Case Study: Sperry/MacLennan Architects and Planners


Marketing Research can be designed for many scenarios. It is often referenced in existing companies to understand how clients purchase their product, competition or how to best communicate with the audience. This type of research is also necessary in a successful world-wide expansion as it provides a company with a blue print of how to grow. This paper will examine a global expansion case study and how to perform marketing research in a global economy.

Background of Case Study

The Sperry/MacLennan Architects and Planners Firm is a successful Canadian architecture company. The firm has been in business since 1988 and is very strategic in making decision for the organization as well as when taking on a project. The firm specializes in sporting facilities such as pools and gymnasium buildings. The company has found a great deal of success by seeking jobs and by referrals. Sperry/MacLennan only pursues jobs that they feel they have a good opportunity wining, which saves the company time and effort. They have had several major wins such as receiving the Canadian Architect Grant Award, as well as get selected as the architects on government owned sports facilities.

The firm is interested in moving into a new market, specifically across international borders to plant roots in the United States. The location that they are interested in expanding to is the New England region of the U.S. due to the opportunity that exists in the sports facilities market and the location proximity to their current Canadian location. The research shows that America is in need of their services and that there is work once they arrive. The international expansion woul...

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... greater ease and convenience than traditional research.


The Sperry/MacLennan Firm’s consideration to expand globally is a major decision. When a business attempts globalization, they do not go in blind. The company utilizes marketing research to understand the country and culture they are attempting to enter. This research gives the company a framework to follow during the expansion and allows their decision to be reinforced.

Works Cited

Aaker, D. A., Kumar, V., & Day, G. (2007). The Marketing Research Process. Retrieved from

McDaniel, Jr, C. (2007). Marketing Research, Seventh Edition. Retrieved from
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