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.
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.
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.
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.
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