The Sperry/MacLennan group of Dartmouth, Nova Scotia specializes in recreational building design (Aaker, Kumar, & Day, 2007). Junior partner Mitch Brooks has been researching data to present to the board that will support his research that the company should shift focus to a more diversified approach to future business efforts. A case study analysis will prove helpful to his efforts.
Describe the situation discussed in the case
Drew Sperry (Aaker, Kumar, & Day, 2007) founded Sperry/MacLennan Architects and Planners (S/M) in 1972. The architectural services provided by the company earned its reputation as a solid business in designing recreational multi-use facilities in Canada. The original company name was H. Drew Sperry and Associates (Aaker, Kumar, & Day, 2007). The company is exploring new and creative ways to expand operations into new markets including the United States, but first must address the obstacles they will encounter.
Identify the key issues for the organization
The company would experience a series of growth and decline during the 1970s and 1980s. It became clear that to continue sustainable growth going forward the company needed to address key issues.
1. Collaborate with other key businesses that complement the Sperry/MacLennan designer’s projects.
2. Explore expansion into new markets in and outside of Canada
3. Enhance the design capabilities of the in-house staff to include the use of CADD (computer-assisted design and drafting) software
4. Structure and prioritize, which business opportunities to pursue that would prove sustainable to future revenue.
5. Address the customer service side of the business to improve customer loyalty in a business that has l...
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.... A population shift from the Sunbelt states back toward the Northeast was identified earlier (Aaker, Kumar, & Day, 2007). This could bring business back closer to the Canadian border for the company toward weather climates S/M is most familiar. However, Brooks is not convinced that remaining in the Northeast would benefit the long-term goals for S/M to remain competitive. Mitch Brooks has proved to be a valuable asset to the company since his hire in 1987 (Aaker, Kumar, & Day, 2007). Brooks has convinced the board that the company should look within the United States and even parts of Europe where the economy is positioned to finance new building construction. The market research expenditure seems warranted to keep S/M ahead of the competition.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons
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