Global Marketing Research Case Study Analysis
When deciding if a company should expand business into a global market, it is important to conduct market research. Global market research gathers and collects data and information and identifies possible issues that an organization may face. Conducting market research is a positive step to begin a globalized marketing strategy.
Sperry/MacLennan Architects and Planners
David Aaker, V Kumar, and George Day (2007) present a case study about an architectural organization that concentrates in recreational facilities, Sperry/MacLennan Architects and Planners (S/M). The company was founded in 1972, and grew quickly with the enlarging economy. The organization provides a “local market presence and meet[s] licensing requirements” (p. 72). Unfortunately, the growth the company was experience began to decline, and resulted with a change of direction. Sperry/MacLennan began to focus on providing innovative recreational facilities and partnered with Creative Aquatics becoming successful and receiving several awards.
Situation
Sperry/MacLennan Architects and Planners have had great success in recreational facilities that are geared towards summer activities. However, with the winter months coming up soon, the company is starting to face backslide in business. The junior partner, Mitch Brooks, is developing a plan to export the company’s services to combat the arising issue of declining business. The company is considering developing educational athletic facilities and believes there is an opportunity to undertake available in the New England market, and has a projected goal that designing two sports facilities annually will compensate for lost business and bring in new business pros...
... middle of paper ...
...ized expansion or to select a different approach.
Works Cited
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Kimbrough, M., Mcalister, L., Mizik, N., Jacobson, R., Garmaise, M., Srinivasan, S., & Hanssens, D. (2009). Commentaries and Rejoinder to “Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions”. Journal Of Marketing Research (JMR), 46(3), 313-329. doi:10.1509/jmkr.46.3.313
Moeller, M., & Harvey, M. (2011). Inpatriate Marketing Managers: Issues Associated with Staffing Global Marketing Positions. Journal Of International Marketing, 19(4), 1-16. doi:10.1509/jim.11.0031
Rudawska, E. (2011). The influence of customer relationships on the market value of a bank -- a methodological perspective. Journal Of Customer Behaviour, 10(2), 181-199. doi:10.1362/147539211X589573
Sperry/MacLennan (S/M) is a Canadian architectural firm that specializes in recreational facilities. The company was originally founded in 1972 by Drew Sperry as H. Drew Sperry and Associates but was later changes to Sperry/MacLennan with the addition of John MacLennan as a senior partner. After some consideration, the company’s junior partner Mitch Brooks is seeking to expand the company to international markets that include possible markets in Europe and the United States. The case reveals key issues for the organization and possible ways in which the organization may address the issues. Market research will be necessary for the organization to search for solutions and opportunities for a successful outcome.
Global marketing is defined as marketing on a worldwide scale, or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives. Marketing managers are also tasked with the responsibility of “wringing the pennies out of the activities.” Basically, they are responsible for and add value to their activities that will contribute to a higher value in the mind of their consumers. Managers must understand the role of their salespeople as marketers – they must collaborate and support them. They must work with their supply chain functional managers to accommodate international customer preferences. Communication must flow up and down the chain quickly in order to respond to emerging international marketing threats and opportunities. It is essential to monitor the firm’s global marketing efforts in a global market.
Landscape architecture has been around since the beginning of time, but it was not until Frederick Law Olmsted came along that the idea of integrating design into the landscape with plants, water, and structures that it turned into a thriving profession. To many, Olmsted is considered “a pioneer in the profession of landscape architecture, an urban planner, and a social philosopher, one of the first theoreticians and activists behind the national park and conservation movements” (Kalfus 1). Growing up, he did not ever graduate from formal schooling and just sat in on a few classes while at Yale in New Haven, Connecticut. Instead, he acquired his education from being out in the world through traveling and reading. He had a hard childhood. His mother died when he was just four years old and on his journeys around the world to Europe and China, he became sickly with seasickness, paralysis of the arm, typhoid fever, apoplexy, sumac poisoning, and at times suffered from depression. For many years he went on a journey within himself to find out whom he really was and what he wanted to do with his life, career wise. Frederick had one brother, John Hull, who died in 1857. This left Olmsted feeling empty and at loss of what to do. That was when Calvert Vaux came and filled the space in Olmsted’s life that his brother left. Vaux convinced Olmsted to enter the Central Park Commissioner’s design competition with their design entitled the “Greensward Plan.” With the success in that project, Olmsted figured out what he wanted to do with the rest of his life, which was to become a landscape architect. Olmsted practiced from the years of 1857 up until he retired in 1895. Olmsted’s two boys, adopted son John Charles and biological son Frederick La...
‘Oakland Landscaping’ requested plans for a brand new, modern building which would be used as the main office of the company. The building had to be built on the property of 43 Riversdale Rd, Hawthorn and be sustainable and cost effective to run. It had to also include a waiting room and consultation rooms. John also mentioned he wanted open workspaces in order to promote creativity and teamwork. He asked that the design be presented in the format of floorplans, elevations and a 3-dimensional model which would be shown to the company’s ‘Board of Management’ for final approval.
McDaniel, C., & Gates, R. (2006). Marketing Research (7th ed.). Retrieved from The University of Phoenix eBook Collection database.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
This sustainable development was built by a team of excellent contractors, and design professionals. Lead by Colorado's own Haselden Construction, teamed with Stantec and RNL Design, the team won a competition for a $64 million sustainable development. Under a design build approach, the team planned an innovative approach using integrated design and extensive planning, reducing risks and lowering construction-related costs. The final team was formed by:
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
International businesses are also finding new ways of increasing diversity abroad. Instead of using expatriate employees as management, they are starting to hire locals. Companies that operate abroad are realizing that using expatriate employees is not a permanent solution. They are often expensive, and are not capable of translating their skills into the new environment. In a company that operates globally, it is important that the company knows how to relate to the local markets, and a great way to do this is by hiring local talent. Hiring locally is cheaper, there is not a language barrier, and they are accustomed to the business environment in the area(5). They can also help the business by providing a new perspective into international markets, and offer ways that the company can improve their diversity abroa...
One of the primary issues with Outdoor Adventure Paintball Park is the fact that the company lacks focus. While the company is successful and has grown its success is really in spite of itself. The demand for paintball is high and this has allowed for growth but without a common focus the company will not be able
Tyler's Surf N' Turf, my proposed business, will be of service to both tourists and seasoned veterans of extreme sports. My business, located on the beach, will provide classes for beginners and those who want to become more skilled in the sports of surfing and skateboarding. My business will sell surfboards, skateboards, apparel, wetsuits, and other equipment th...
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.