Market Research Case Analysis Sperry/MacLennan Architects

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Please find guidelines for case study analysis of the case Sperry/MacLennan Architects & Planners from the book (Aaker et al, 2007) down below.

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Reena

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Running Head: MARKET RESEARCH

Sperry/MacLennan Architects & Planners

Situation discussed in the case

Sperry/MacLennan (S/M), an architectural practice firm, is planning to export its services. Though the firm is doing well in Canada especially in the segment of designing sports complexes but due to expected slowdown and limited growth opportunities, company is planning to expand its operations to international markets. Mitch Brooks, director and junior partner at S/M, is preparing a plan to export its company's services. Brooks is conducting market research to identify potential markets where company can do good business. Brooks is collecting information from different sources to formulate a plan for company's export of services and come to a decision which markets would be better for the company to enter in. One of the options that S/M is considering to enter in the New England market. This is because of company's close proximity with New England, similar climatic conditions and its population density. But Mitch Brooks is not convinced that New England is the best market for the company to enter in. He is looking for information on other countries and conduction a global market research mainly from secondary sources.

Identify key issues for the organization

Company is predicting a slowdown in business from late 1988 and recession in 1989 which could create a very difficult situation for the company. Along with that there are limited opportunities for the company to grow in their local Canadian market. So it has become ...