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Global Market Research Case Study Analysis
Sperry/MacLellan Architects and Planners is an architectural practice based out of Dartmouth, Nova Scotia, Canada, which specializes in recreational facilities. The company was originally founded in 1972 by Drew Sperry of which became an incorporated company known as H. Drew Sperry and Associates in 1973. The company was thriving in a positive direction resulting in the expansion of their personnel, including the addition of a new senior partner John MacLellan, and revenue growth throughout the 1970’s. In the early 1980’s the industry slowed down dramatically resulting in layoffs for all personnel except for the key partners. The company bounced back with a vengeance in the mid 80’s after gaining national media attention for their expertise win in the competition of the Canada games sports facility. It was during this industry rebound that the company acquired a junior partner, Mitch Brooks. Mitch is a perfect fit; compatible with the senior partners in focusing on staying within budget guidelines and his concentration on customer service. Aside of being a great production architect, Mitch is looking to take the company to the next level and keep it trending upwards by capturing a greater market share, greater than the company’s current regional reach.
Key Issues
Sperry/MacLellan Architect and Planners are facing another downturn in their industry, where the workload will be on a gradual decline. It is for this reason that Mitch is looking to present a report to the company counterparts, as an explanation of his market research. There are a few opportunities that require improvement and innovation.
The company is too comfortable dealing with only what it knows. It caters t...
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...t embrace change as the world around them continues to change at different speeds. It will be necessary for the company to utilize both primary and secondary research and various research methods to gain an overall analysis of the target market. They will need market research to aid in the decision making that will drive their business to the next level with the intent of maximizing the company’s returns.
Works Cited
Aakar, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Danvers, MA: John Wiley & Sons.
Burns, A. C., & Bush, R. F. (2007). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
McDaniel, C., & Gates, R. (2006). Marketing research (7th ed.). Noboken, NJ: John Wiley & Sons.
McDaniel, C., & Gates, R. (2007). Marketing research essentials (6th ed.). Noboken, NJ: John Wiley & Sons.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
According to Irmak, C., Block, L. G., & Fitzsimons, G. J Journal of Marketing Research, published in (2005), XLII (November)
4) How might these two market research sources help a company develop a marketing mix?
Aaker, David A., & Day, George S. (2007). Marketing Research, Ninth Ed. Copyright John Wiley & Sons. Retrieved on July 16, 2011 from University of Phoenix website.
Polaris Marketing Research (2008). Marketing Research Process: An Overview. Retrieved May 8, 2008, from http://www.polarismr.com/edctr_overview.html
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
11. Dennis Sharp. The Illustrated Encyclopedia of Architects and Architecture. New York: Quatro Publishing, 1991. p117.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Secondary research is marketing research based on previously gathered data. By using secondary research companies can evaluate a strategy, based on records of market research gathered from the company itself and different sources over a period of time.
Philip, K., & Kevin, K. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall.
Primary marketing research is collected for the first time if the company has enough money to finance it, but in most case it is the second more accurate one. It is original and collected for a specific purpose, or to solve a specific problem. Primary research delivers more specific results than secondary research, more expensive and time consuming, which are an especially important consideration when the company is launching a new product or service. There are many ways to conduct primary research. By customizing tried-and-true approaches, focus groups, surveys, field tests, interviews or observation, you can gain information about your target market. Primary research is generally based on sampling techniques and requires statistical methodologies. The sample size could be as small as 1 percent of the market and thus the information and results gathered are highly accurate.
Exploratory research helps businesses to discover new ideas and find potential market opportunities. It is used to explore a situation or search for a problem. This research process is unstructured. Product managers need not go through all the stages of the market research process from the defining stage to the analysis stage the findings from exploratory research are usually based on secondary data (Data that is already available in different departments of the Company), open ended questions, similar case studies, a pilot study or even result from previous research. The results from exploratory research are not generally suitable for product manger to draw a conclusion and decide to enter a new market. The result is all too often generalized
On the other hand, weaknesses existed. The primary research was the most difficult and frustrating sector, for it was difficult to keep in touch with the potential competitors; hence, a chance to learn more and analyse deeper from the potential competitors was missed. To conclude, the result and analysis of primary and market research which was based on the questionnaire was not convincing enough, and it was the main sector which needed to improve in the future.