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Marketing Research Case Study

1121 words - 5 pages

Marketing Research Case Study: Sperry/MacLennan Architects and Planners
Introduction
Marketing Research can be designed for many scenarios. It is often referenced in existing companies to understand how clients purchase their product, competition or how to best communicate with the audience. This type of research is also necessary in a successful world-wide expansion as it provides a company with a blue print of how to grow. This paper will examine a global expansion case study and how to perform marketing research in a global economy.
Background of Case Study
The Sperry/MacLennan Architects and Planners Firm is a successful Canadian architecture company. The firm has been in business ...view middle of the document...

Key Issues
When a company desires to expand globally, there are several business decisions to make. The physical expansion can often enough be one of the greatest initial challenges, but then it is followed by cultural adjustments, new laws and borders. In the case study of the Sperry/MacLennan Architecture firm, the company’s desire to globally expand could present problems to implement as by not considering other key markets.
The architecture firm is focused on growth and desires to design two sports facilities per year post expansion. Often when companies are in a major expansion time, they may not take the necessary steps to fully research all options. The Sperry/MacLennan Firm is no exception to this. The company desires to jump on what seems to be a great opportunity, however, may not be investing in the necessary resources to research it properly. Other markets that should be up for consideration are parts of Europe or other areas within the United States (McDaniel, Jr, 2007).
The United States is one of the largest economies in the world. When the country thrives, there is great opportunity and when the country is pained with recession the entire world feels it. A potential challenge in expanding into the United States would be finding opportunities to build. The company has chosen to focus on sports facilities, and within the new target market they see great opportunity within the college systems. Many of the schools that are targeted could be financially strained with government cutbacks on funding and lower admission due to student’s inability to pay for school. When a school is feeling the pinch of a changing economy, they may not see the value in investing in building great sports facilities. Instead, the funds may be used to keep a full staff on hand instead of relying on furlough days to lower overhead.
Possible Ways to Address
There are many ways to attempt resolving some of the challenges of the firm’s expansion into the United States. There are many forms of marketing research that can be applied to help the firm make a good decision on their expansion to become a global organization. They can consider hiring American research firms so that they are able to obtain a greater understanding of culture in the new market. Surveys and focus groups can be an effective way to grasp the market that the firm is looking to enter. Groups that can be studied are potential clients, competitors and the government that...

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