Global Market Research Case Study Paper
Sperry/MacLennan is architectural company based in Canada. The firm main architectural project is recreational building. The firm had been in business since 1970’s and face up and down in the market. The firm currently has 19 employees. In this paper, reader will gain knowledge about opportunities facing Sperry/MacLennan, key issues in growth, and important of global marker research.
Summary of Company
Drew Sperry, one of the two senior partners in Sperry/MacLennan, founded the company in 1972 as a one-man architectural practice. At the end of its first year, the company was incorporated as H. Drew Sperry and Associates; by then Sperry had added three junior architects, a draftsman, and a secretary. One of those architects was John MacLennan, who would later become a senior partner in Sperry/MacLennan ( Aaker, Kumar, & Day, 2007). The firm gains big upside during 1970’s. The firm opened two branches to provide better services to local clients. During mid 1980’s, company was force to cut down on their employees and was forced to close their local franchise. The firm was reward in 1983 when Sperry won the competition for the aquatics facility forth Canada Games to be held in Saint John ( Aaker, Kumar, & Day, 2007). Sperry had gain national recognition in sport recreation facilities and reputation as a good design firm specializing in sports facilities was secured. After national recognition, Sperry decided to provide new services to his client. He started pool business. The firm added Mitch Brooks as their partner 1987.
The Situation Discussed in Case
The case study provides a different situation firm was facing. The firm took a downfall in early 1980’s. The firm had no real competitors in Canada. The firm will like to expend their business United States or Europe after the beginning of free trade policy in Canada. When thinking about going global, the firm will have to consider many factors. The firm must perform market research about their competitors. The firm must consider how much will their expansion cost. The other factor firm will face to consider would be the location of their company. After conducting firm research, Sperry/MacLennan decides to open their business in New England area. The firm will try sign contract with local schools and colleges to build facilities.
The Key Issues for the Organization
Sperry/MacLennan faces varieties of issue when expending their business globally. The two main issues firm will have to consider about location and finance. The firm will have to find location, which could be the prime location in terms of number of projects received from this area every year. Brooks thinks that the New England area might not be as lucrative as the other areas in US and Europe when building sports and recreational complexes. Therefore, the firm should also consider other areas for their franchise. The firm should consider factors such as legal matters, demographic of...