Global Market Research at Sperry/MacLellan Architects and Planners

Global Market Research Case Study Analysis

Sperry/MacLellan Architects and Planners is an architectural practice based out of Dartmouth, Nova Scotia, Canada, which specializes in recreational facilities. The company was originally founded in 1972 by Drew Sperry of which became an incorporated company known as H. Drew Sperry and Associates in 1973. The company was thriving in a positive direction resulting in the expansion of their personnel, including the addition of a new senior partner John MacLellan, and revenue growth throughout the 1970’s. In the early 1980’s the industry slowed down dramatically resulting in layoffs for all personnel except for the key partners. The company bounced back with a vengeance in the mid 80’s after gaining national media attention for their expertise win in the competition of the Canada games sports facility. It was during this industry rebound that the company acquired a junior partner, Mitch Brooks. Mitch is a perfect fit; compatible with the senior partners in focusing on staying within budget guidelines and his concentration on customer service. Aside of being a great production architect, Mitch is looking to take the company to the next level and keep it trending upwards by capturing a greater market share, greater than the company’s current regional reach.

Key Issues

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 company is too comfortable dealing with only what it knows. It caters t...

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...t embrace change as the world around them continues to change at different speeds. It will be necessary for the company to utilize both primary and secondary research and various research methods to gain an overall analysis of the target market. They will need market research to aid in the decision making that will drive their business to the next level with the intent of maximizing the company’s returns.

Works Cited

Aakar, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Danvers, MA: John Wiley & Sons.

Burns, A. C., & Bush, R. F. (2007). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.

McDaniel, C., & Gates, R. (2006). Marketing research (7th ed.). Noboken, NJ: John Wiley & Sons.

McDaniel, C., & Gates, R. (2007). Marketing research essentials (6th ed.). Noboken, NJ: John Wiley & Sons.