Global Market Research Case Study Analysis: Sperry/MacLennon Architects and Planners
The firm, Sperry/MacLennan Architects and Planners, is a successful Canadian enterprise. The company has sustained itself for many years since its inception in the 1970's; it has survived slow periods, and overall has been successful for many years. The company is at a crossroads and is ready to consider new business endeavors and developments. It is considering expanding its operations to the United States; however, it will have to consider the new market and how expansion fits into its business objectives. This paper will describe the company's situation, identify the key issues for the organization, discuss possible solutions to the issues, and evaluate the value of market research in the global community.
Describe the Situation
S/M is a Canadian architect and planning company with roots that began in the early 1970's and was founded by architect, Drew Sperry. The company grew and eventually added a partner, John MacLennan to the company, thus creating Sperry/MacLennan Architects and Planners. Despite severe competition, the company rapidly expanded and grew its operations and strategically added a couple of branch offices to keep up with the "aggressive growth period" (Aaker, Kumar, & Day, pg. 72). Beginning in the 1980's the company experienced a slow period, however, rebounded by landing a couple of key projects and added to its menu of services. The company also received prestigious awards as well as industry recognition. Although, by the end of the 1980's the firm was secure and able to provide a variety of services, it was contemplating its plan for the future by its newest junior partner, Mitch Brooks. The company successfully...
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...compatible companies so that it better serves its market.
Conclusion
Operating in a competitive industry, Sperry/MacLennan Architects and Planners has realized that to be successful, maximize profits and market share, and survive for the long term, it has to incorporate market research in its business practices. The company values its core principles and understands that to stay competitive, it is important to understand the environment, the market, and its clientele to succeed. Gaining understanding of its market helps the company reach their sales goals, business objectives, build their brand, and ultimately customer loyalty.
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Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
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...cular market. Companies that conduct market research normally save a lot of money by understanding what type of product or service is needed, other than entering the market blindly without knowing what to expect.
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