Global Market Research Essay

Global Market Research Essay

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Global Market Research Case Study Analysis
Drew Sperry founded Sperry/MacLennan (S/M) in 1972 in Dartmouth, Nova Scotia. S/M is an architectural service that initially focused on backyard swimming pools during the housing boom throughout the 1970s. The economy changed in the early 1980s, resulting in downsizing of the previously prosperous S/M organization, leaving only three employees on staff and often foregoing a paycheck during this tight time. S/M won a bid for the aquatics facility to be used in the Canadian Games in Saint John; ultimately resulting in the organization gaining prominent international recognition in sports facility design (Aaker, Kumar, and Day, 2007).
Economic times continue to pose threats to businesses, and S/M is no different. S/M is considering international expansion as elite sports facility designers focusing on specialty designs by prominent clients; however, the United States is advanced in the use of computer-assisted design and drafting (CADD), unlike Canadian firm S/M, making the gain of new clientele extremely competitive in that particular international area. The New England market is currently rebounding and colleges and universities are gaining support through corporate and alumni support. With numerous New England colleges and universities eager to make improvements, focus on the New England market may be the best consideration (Aaker, Kumar, and Day, 2007).
Key Issue Identified
One glaring issue is determining to expanding business in the New England market or to pursue international expansion of S/M into the entire United States and Europe. The pros of focusing on the centralized New England market are potential multiple accounts within the area, as many universities and colleges are ...


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...and constant for the remote S/M job and the home office with technological availability in the United States, Canada, and Europe if considered for expansion. The communication resources will assist in limiting unnecessary travel expenses between Canada and clientele outside of Canada.
It would be recommended for S/M to pursue international expansion into the New England market, as expanding the awarded organization will bring new opportunities and open doors for other new markets within the United States. Once jobs are completed in New England further word of mouth referrals will be made, coupled with other available resources S/M will no longer be dependent upon the Canadian economic times and can benefit in multiple areas of opportunity.



Works Cited

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

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