Global Market Research Case Study Analysis Essay

Global Market Research Case Study Analysis Essay

Length: 1175 words (3.4 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

Global Market Research Case Study Analysis
Sperry/MacLennan Architects and Planners are scoping out the possibilities of becoming a global practice. The practice has seen a decrease in architectural projects in Canada and has become aware of opportunities within the United States and other Europen countries. Sperry/MacLennan are beginning the research into the different possibilities and will need to identify the specific problem and prepare for possible challenges.
Situation Description
Sperry/MacLennan Architects and Planners located in Dartmouth, Novia Scotia is posed with the decisions to become a global architectural practice. Currently Canadian architectural needs are declining and an opportunity has opened up in the United States, more specifically in the post-secondary intuitions with additional focus on athletic facilities. Sperry/MacLennan Architects and Planners have highlighted their expertise in this area with several prestigious awards and achievements in sports facility architecture. The current focus for expansion is targeted to the New England states because of its geographic proximity to Sperry/MacLennan’s homebase, the population density, and the similar climatic conditions (Aaker, Kumar, & Day, 2007).
Identify Key Issues
Crossing into international markets can be complex and extremely beneficial (Aaker, Kumar, & Day, 2007). According to Aaker, Kumar, and Day (2007), some items to consider: 1) profile the target customer, 2) interview target segments to assess preconceived ideas, 3) hire local researchers familiar with costs and methods, 4) use a variety of methods to get a full perspective, and 5) analyze the findings for differences. Although the location is close and the Free Trade Agreement opened...


... middle of paper ...


...ocus on the respect for tradition or for blazing a different path and creating a different set of rules.
Conclusion
Sperry/MacLennan Architects and Planners have the opportunity to grow their business globally. Focusing on the differences in culture, regulations, and technology will be at the forefront of their marketing research. Properly addressing the issues and identifying the most prosperous and long-term market segments will assist the company in further expanding themselves and building a bigger and better reputation.



Works Cited

Aaker, D.A. Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.). Hoboken, NJ: John
Wiley & Sons.
Knol. (2009). Retreived from http://knol.google.com/k/osman-masahudu-gunu/global-market-
research-myth-or-reality.
Mind Tools Ltd., (1996-2012). Retrieved from
http://www.mindtools.com/pages/article/newLDR_66.htm.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay on Global Market Research Case Study Analysis

- 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....   [tags: Business Analysis, globalization, CADD, profit]

Strong Essays
1305 words (3.7 pages)

Global Market Research Case Study Analysis Essay

- Global Market Research Case Study Analysis Sperry/MacLennan Architects and Planners are scoping out the possibilities of becoming a global practice. The practice has seen a decrease in architectural projects in Canada and has become aware of opportunities within the United States and other Europen countries. Sperry/MacLennan are beginning the research into the different possibilities and will need to identify the specific problem and prepare for possible challenges. Situation Description Sperry/MacLennan Architects and Planners located in Dartmouth, Novia Scotia is posed with the decisions to become a global architectural practice....   [tags: Marketing ]

Strong Essays
1175 words (3.4 pages)

Global Market Research Case Study Analysis: Sperry/MacLennan Essay

- Global Market Research Case Study Analysis: Sperry/MacLennan The Business Dictionary defines opportunity as an “exploitable set of circumstances with uncertain outcome, requiring commitment of resources and involving exposure to risk” (Opportunity, 2012, para. 1). To grow and prosper, an organization needs to seek continually opportunities to do so; thus the subject of the case study “Sperry/MacLennan Architects and Planners” (Aaker, Kumar, & Day, 2007, pp. 72-75). In this case study, Sperry/MacLennan considers its next business venture: to take its architectural skills, and leadership, to the next level by expanding its business beyond its Canadian borders....   [tags: Business]

Strong Essays
1367 words (3.9 pages)

Global Market Research Essays

- 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....   [tags: Market Research ]

Strong Essays
1044 words (3 pages)

Global Market Research Essay

- 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)....   [tags: International Business]

Strong Essays
1206 words (3.4 pages)

The Global Pharmaceutical Market Forecast Essays

- MARKET OVERVIEW The global pharmaceutical market is a multibillion-dollar industry. The 10 largest drug companies control over one-third of the market, several with sales of more than $10B a year and profit margins of 30%. Six of these companies are based in the U.S. and four are in Europe. It is predicted that North and South America, Europe, and Japan will continue to dominate by accounting for 85% of the world’s pharmaceutical market. Companies currently spend one-third of all sales revenue on marketing, which is roughly twice of what they spent on R&D (“Pharmaceutical Industry”)....   [tags: International Pharma Market Forecast, 2015]

Strong Essays
2413 words (6.9 pages)

Gap Analysis: Global Communications Essay

- Global Communications is struggling to compete in the telecommunication industry. Management has put in place an aggressive plan that will address the company’s 50% depreciation in stock value over the last three years. Kreitner and Kinicki quote "Change begets conflict, conflict begets change" (2004). Global Communications was already facing an uphill battle because of the planned changes and they made a critical mistake by not including all critical stakeholders in the planning and implementation of these initiatives thus isolating the stakeholders and endangering the success of the plan....   [tags: Global Communications Case Study]

Free Essays
1719 words (4.9 pages)

Gap Analysis: Global Communications Essay

- Telecommunications companies are under tremendous pressure to compete with the masses and maintain profitability. Confidence in the telecommunication industry on Wall Street is waning. Shareholders have lost confidence in diminishing returns and question the industry's ability to rebound. Global Communication has definitely had their share of dissipating returns. In the past three years, the company has watched stocks trade from a high of $28 per share to an alarming $11 per share, which is more than a 50% depreciation....   [tags: Global Communications Case Study]

Free Essays
1980 words (5.7 pages)

Gap Analysis: Global Communications Essay

- In this analysis I will present the ethical and financial problems Global Communications faced prior to senior staff introducing a two-pronged aggressive approach. I will identify the issues and opportunities faced by Global Communications followed by the stakeholder perspective and end-state vision. A gap analysis is also included for Global Communications explaining where the company is today and where they would like to be. Situation Analysis Issue and Opportunity Identification Global Communications has become aware of some uneasy issues the company will have to face....   [tags: Global Communications Case Study]

Free Essays
1750 words (5 pages)

Gap Analysis: Global Communications Essay

- Recently the telecommunications industry has been a disappointment. Stockholders are in an uproar over plummeting returns on their investments and fear that the trend will not return to normal. There has been a drop in stock prices that top over 50%. The harsh environment has put Global Communications under the microscope to perform economically. The market is saturated with companies domestic and abroad vying for the same business. Cable companies have dealt a devastating blow by bundling services that were once sold separately, such as computer, television, and telephone....   [tags: Global Communications Case Study]

Free Essays
1612 words (4.6 pages)