Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Need of understanding cultural differences in point of international Business
The culture challenge in international business
The importance of cultural understanding
Don’t take our word for it - see why 10 million students trust us with their essay needs.
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.
William H. Pierson, Jr., American Buildings and Their Architects: Technology and the Picturesque, (Doubleday & Company, Inc.), 295.
James F. O'Gorman, Dennis E. McGrath. ABC of Architecture. Philadelphia: University of Pennsylvania Press, 1998. Document. October 2013.
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 explains why for ‘many directors, commercial and industrial architecture are just a necessary shell for their business processes’ (Susanne-Knittel Ammerschuber (2006) pg10). They consider dimensions for example surfaces, floor levels and converted space to be the stand out feature of this corporate architecture. Through doing this, the architectural ethos is overlooked during design. The architectural potential is therefore limited as it tends to overlook the surrounding context; the urban environment, local identity as well as the surrounding landscape design. Instead it...
The success of architects is defined not so much by the problems they face as the act of their creative and practical responses.
In order to create innovative public architecture, considered to be the most civic, costly, time intensive and physical of the arts, the project holds a degree of risk, strife, and negotiation . Overcoming these tasks and creating worthy public architecture is a challenge designers try to accomplish, but are rarely successful. The people involved in a potential public building, can be larger than the building itself. Public architecture tries to please all, even the doubters and critics, but because of the all these factors, a building is closer to failing than succeeding.
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
Joseph A. Demkin. The Architect’s Handbook of Professional Practice (John Wiley & Sons, Inc: 2002), 13.
Sakarya, S., Eckman, M. & Hyllegard, K. H. (2007). Market Selection for International Expansion - Assessing Opportunities in Emerging Markets. International Marketing Review, 24(2), 208-238.
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Times have changed since days of Vitruvius, the inevitable advancement in technology, rapid global population increase and an ever developing awareness of the sustainability of our environment have forced the architect into different positions in the project team Thus it can be said that the external forces that shape the environment that an architect works in does so by manipulating the relationship between the skills required to practice; the scope of expertise and the depth of knowledge. Fig. 3 indicates a diagrammatic timeline representing the changing roles of the architect over the various time periods with respect to the scope and depth of
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.