Global Market Research Case Study Analysis
Conducting research in the global market requires organizations to consider many different factors that may not exist ordinarily. This paper will provide a detailed case study analysis of an organization known as Sperry/MacLennan Architects and Planners, and its decision to export services to the United States. The following paragraphs will: give an overview of the current situation, identify key issues of the organization, discuss possible ways the issues can be addressed, and explain the value of market research in the global community.
The Situation
Currently, Sperry/MacLennan Architects and Planners have decided to expand by exporting services into the Unites States. The first place of export is scheduled to be New England but everyone is not in agreement with the decision. This Canadian company has done exceptionally well constructing facilities locally. In addition, Sperry/ MacLennan even won “The American National Swimming Pool and Spa Gold Medal for pool designs against French and Mexican finalists, giving them international recognition” (Aaker, Kumar, & Day, 2007, ch.3). However, despite the facts, Mitch Brooks, one of the junior partners has serious concerns with moving ahead based on some data he recently acquired. The information gathered suggests the decision to export services to a location that is closest may not be the best in the long run.
Key Issues
Through careful analysis of the case study, one has identified some key issues that may need to be addressed before moving forward. One, major issue is Sperry/MacLennan Architect and Associates have not been able to switch over to CAAD systems (computer-assisted design and drafting); this deficiency in technolog...
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...ing, which was a barrier for construction of newer buildings in countries with higher expectations. Another issue arose from their architects having to go through a difficult process to operate outside of their respective provincial borders. Lastly, their lack of willingness to consider other geographical areas. Some solutions involved fundraising, association affiliations, budget allocations, and contracting outside marketing expertise. Either way, it is evident of the high value market research plays in aiding the global community. Knowing what lies ahead when crossing borders and anticipating barriers is always a wise decision to invest in.
Works Cited
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken,
NJ: John Wiley & Sons.
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John
Wiley & Sons.
Sperry/MacLellan Architect and Planners are facing another downturn in their industry, where the workload will be on a gradual decline. It is for this reason that Mitch is looking to present a report to the company counterparts, as an explanation of his market research. There are a few opportunities that require improvement and innovation.
The firm, Sperry/MacLennan Architects and Planners, is a successful Canadian enterprise. The company has sustained itself for many years since its inception in the 1970's; it has survived slow periods, and overall has been successful for many years. The company is at a crossroads and is ready to consider new business endeavors and developments. It is considering expanding its operations to the United States; however, it will have to consider the new market and how expansion fits into its business objectives. 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.
Lawson, Bryan. How Designers Think: The Design Process Demystified. NY: Architectural Press, 1980, 2007. Massachusetts: NECSI Knowledge Press, 2004.
Throughout the years, our qualified and dedicated team has successfully completed projects for various individual and business clients. Our extensively trained, skilled, and experienced professionals ca...
McDaniel, C., & Gates, R. (2006). Marketing Research (7th ed.). Retrieved from The University of Phoenix eBook Collection database.
...arrell, P. N. & Wood, P. A. (1994). International Market Selection by Business Service Firms: Key Conceptual and Methodological Issues. International Business Review, 3(3), 243-261.
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Webarchive.nationalarchives.gov.uk, (2014). [ARCHIVED CONTENT] Design process | Rostron Brow | Building for Life. [online] Available at: http://webarchive.nationalarchives.gov.uk/20110107165544/http://www.buildingforlife.org/case-studies/rostron-brow/design-process [Accessed 1 May. 2014].
In the Integrated design approach, each of the design objective is significantly important in any project, yet a truly successful one is where project goals are identified early on and held in proper balance during the design process; and where their interrelationships and interdependencies with all building systems are understood, evaluated, appropriately applied, and coordinated concurrently from the planning and programming phase. A high-performance building cannot be achieved unless the integrated design approach is employed.
From this report, it is clear that a series of steps have to be taken in order to construct or renovate a building. Firstly, a problem is defined and in order to understand this information is gathered through a survey. Once the survey is drawn up, structures are determined. After calculating loads, sizes of structural members are figured. Materials are tested before using them in real life structures, hence creating a safer structure. When everything is on the point, the structure is constructed. In conclusion, this report shows that various factors contribute to the context of a design brief.
In conclusion, it can be said that global marketing has been emerged very rapidly in recent years. It has provided various opportunities for the companies to expand their business to the other regions of the word. However, there remain certain environmental issues that need to be considered before entering in to the desired region. These issues can be resolved with designing the strong global marketing plans and strategies, the data for which can be gathered through conducting global market research. Despite numerous issues, one can easily say that globalisation has reduced the global reach of the organizations as well as customers. It would not be wrong to conclude that
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
However, there are some disadvantages in the processes. First, it is very consume time in the pre contract process due to the strategy is sequential and construction cannot be started before the completion of design. Also, the contractor is not appointed in the design stage, so the contractor and supply chain are no input into the design or planning of the project. Mo...
Times have changed since days of Vitruvius, the inevitable advancement in technology, rapid global population increase and an ever developing awareness of the sustainability of our environment have forced the architect into different positions in the project team Thus it can be said that the external forces that shape the environment that an architect works in does so by manipulating the relationship between the skills required to practice; the scope of expertise and the depth of knowledge. Fig. 3 indicates a diagrammatic timeline representing the changing roles of the architect over the various time periods with respect to the scope and depth of
McDaniel, C., & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.