Marketing Research Case Study

Global Market Research Case Study Analysis 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.

This paper will describe the company's situation, identify the key issues for the organization, discuss possible solutions to the issues, and evaluate the value of market research in the global community. Describe the Situation S/M is a Canadian architect and planning company with roots that began in the early 1970's and was founded by architect, Drew Sperry. The company grew and eventually added a partner, John MacLennan to the company, thus creating Sperry/MacLennan Architects and Planners. Despite severe competition, the company rapidly expanded and grew its operations and strategically added a couple of branch offices to keep up with the "aggressive growth period" (Aaker, Kumar, & Day, pg. 72).

The architectural services provided by the company earned its reputation as a solid business in designing recreational multi-use facilities in Canada. The original company name was H. Drew Sperry and Associates (Aaker, Kumar, & Day, 2007). The company is exploring new and creative ways to expand operations into new markets including the United States, but first must address the obstacles they will encounter. Identify the key issues for the organization The company would experience a series of growth and decline during the 1970s and 1980s. It became clear that to continue sustainable growth going forward the company needed to address key issues.

High performance sport in Canada is seen to ameliorate our nation’s identity, unity and pride. Increasing these aspects does not come freely, athletes and the staff around them must be funded properly to help Canada train and prepare for high performance sports. The most well respected high performance sport venue in today’s society is the Olympic and Paralympic Games. This paper is intends to acknowledge the contributions of Own the Podium as one of Canada’s largest sport organizations for high performance sport. Own the Podium helps fund high performance Canadian athletes for the Olympics and Paralympics.

Advertising agencies have done a great job in adapting to the increase in multinational accounts and firms. Canadian advertising agencies have formed strategic alliances with international companies to make this possible (Strategies). Canada’s advertising agencies will continue to grow in size and profits to better themselves, the consumers, and their client Bibliography Pang, Guek-Cheng. Cultures if the World: Canada. Marshall Cavendish.

Marketing mix In my textbook Principals of Marketing page 27, chapter 2 (2-9) and in the article Relationship Marketing: The Value of Marketing to Current Customers they both relate to using the four P’s which are product, place, promotion, and pricing strategies. The article describes its use of the four p’s by targeting its customers through product, place, promotion, and pricing. This helps build a relationship marketing between the customer and the business, Using these four p’s builds a relationship with customers and businesses. Relationship marketing is a foundation for a business that helps a business be successful. using email marketing, social media, and the four p’s-place, promotion, product, and pricing will help me be successful in a

Canada is a nation of immigrants and there has always been a discussion on whether or not they’ve had a positive or negative impact on our economy. Overall, Canada’s economy has had a positive effect from immigration. Canada’s immigration policy is, in part, almost like a business when trying to hire a new employee going through a human resource program. Our nation has goals when selecting the right applicants and the main objective is to recruit qualified workers for Canadian employers. We encourage workers with needed skills to better match the supply of labour with demand.

Canada has been established by the First nations and the European settlers, no single group can claim Canada to be theirs. Canada is a country built by immigrants, creating a welcoming and diverse environment. Immigration is a key to Canada’s prosperity, strengthening the economy and contributing to the multicultural society. This diverse society has influenced Canadians’ perspective on the outside world, learning and accepting other cultural practices and way of life. Although few Canadians may not support immigration, the vast majority do support immigration as it has benefited Canada in economic, social, and cultural aspects.

It is expected for such a company to feel obligated to deliver upon the American dream. The publicity of such comments does not only affect a company’s reputation but also financial performance. Apple have a role in ensuring that America as a nation grows, itself having been molded by the country’s economic muscle and enabling environment for business. The point in this is that, although the company is obliged to make better products, America is one of her best markets and it has an obligation to its market. 4. Who are the stakeholders in this situation and what obligations do they have?

The data collected is useful for the decision making process to achieve company objectives, problems, and goals. Simply put, research tools help a company move forward to market themselves successfully for the long term. Works Cited Aaker, D.A., Kumar, V., Day, G. S., (2007). Marketing Research (10th ed. ), Information From Respondents: Survey Methods.