Global Market Research: Sperry/MacLennan

Sperry/MacLennan Architects and Planners

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.

The Case Situation

The case situation examines the process of developing a plan that Mitch Brooks, a junior partner and director of Sperry/MacLennan (S/M), to export the company’s services. There is a strong desire to search for new markets because there are some signals that the market for architectural services is slowing. Business was increasing for the company throughout the 1970s and the companies grew to establish branches in Charlottetown and Fredericton. However in the early 1980s, the company faced a slow period that forced them to take risks and challenges, which luckily was rewarded in 1983 and gained national recognition. This helped build a secure reputation with the Canadian sports facility market. The following year, the company focused on promotional efforts that would allow them to get similar work and associating themselves with Creative Aquatics exclusively. In 1984, the company gained strength and stayed busy with new venues and construction until 1987.

That ...

... middle of paper ...

...ss because it may help create new ideas and help with strategic decisions with regard to exporting its services to international locations. This can help managers to base their data results, define their target market, and help with the distribution function. As more information is disclosed, the risk level can decrease because the facts are considered into the decision making process. Market research can bring beneficial opportunities to Sperry/MacLennan to help improve its company for a successful and stable future.

Works Cited

Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.

Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.

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