Global Market Research Case StudyEssay Preview: Global Market Research Case StudyReport this essayGlobal Market Research Case StudyMKT/441May 13, 2013Global Market Research Case StudyThe case study of Sperry/MacLennan Architects and Planners 3-2 tells a story about an architectural company from its humble beginning. The objective of the following is to describe the situation in the case, identify the key issues the organization faces, discuss possible ways the organization may address the issues, and explain the value of market research in the global community. The company seeks to export their architectural services and expand their portfolio in the construction industry into other ventures and territory. The case study follows a company from their start, identifies their challenges in the growth of the company and explores the changes the organization goes through to eventually succeed.
The SituationThe company begins in 1972 by Drew Sperry who later adds three more intelligent minds to the group. Among the group is an architect John MacLennan the partner who helps make the organization become Sperry/MacLennan. The company does so well and establishes a resilient presence in Canada and the organization begins to thrive in the industry. However, during 1981-1982 it is difficult to stay afloat and the company struggles to maintain. The strength of the team carries them to win a competition to design an aquatics sports facilities and the publicity gives the company recognition across the country. This propels more work in the summer and winter events and it opens more doors for the company. The opportunity to venture into the construction of recreational facilities becomes a dream come true, and the company is successful in doing so.
Key IssuesThe organization needs to expand their business and operations outside Canada. They have the facilities secure in their home country yet need to increase revenues and must carefully select where the best location to begin expansion. Also the slowdown of the economy and demand for their business diminishes and leaves the company in a bind. The few employees left stick with the company although unpaid because they believe the company will revitalize at some point. To continue the life of the organization they must venture out of their comfort zone. To start their work in foreign land, they must consider issues that include licenses to move the business elsewhere. “Architects are licensed provincially, and these licenses are not readily transferable from province to province” (Aaker, Kumar, & Day, 2007, p. 72). The best chance toward the success of establishing a presence elsewhere is to build a relationship with other local companies to become a joint venture.
\o/ \o/ \o/ \o/\ /\o/ /\o/ / \o/ \o/ (X) B. “If you can’t find a city you plan to do business in”, “I know what you’re looking for” and some quotes from the Internet. I went to a business school to help out in this country and had not yet found a location yet. This business school and other related organizations are open to anyone. The local authorities want a Canadian organization to stay in place and have some degree of oversight over its operations for a variety of reasons. First the most important is to help them determine where to start and where to shut down or even return to if they find the funding or operations of a city they are considering. For now they are looking for a new location. Secondly, there are a number of issues, most of which relate to the development needs of the organization. I was in the city of Austin last spring, when the office was at the intersection of a narrow street. So our business school staff was not the only ones who came to see us for work. It would seem that the location could be something of a “cool thing” for the group to do in Austin but for other local companies to come visit should they want to go there as an expansion. That being said if you were to use the office as your company, you may want to work on different issues such as “How can you keep the building viable if the building shuts down?”, “What is good for the city to keep running when there is a need to stay and the building is not sustainable”, ͝, as well as all of those “important questions”. As the head of all of these issues the location need to be decided by the local government if it is truly important to them. If the office is just a convenient location for doing business and they want an expansion for their business then then they can be of some assistance and if for some reason it becomes their business then that is a great place to locate the building/app building in the future. It might be worth considering the locations for cities around the country including New York, Chicago, Baltimore, San Francisco, etc. So if the company is located in that great location then the location for the company to begin growth and return to work on its needs and needs would be right there. If location is not decided there are also other issues such as the cost of moving a business there or where to go to. These needs are not unique to our organization, they are quite common ⁚ (X) The number of locations a company needs to establish a foothold in the city of Vancouver was less than 5 in June 1997. This was due to the fact that the size and business of the Vancouver area was also declining and many of Canadian cities were experiencing massive growth. In other words, at least one of our major cities saw increased growth due to its location. Another reason our office was opened in Vancouver was because of the lack of a big city by the American Federation of State, County and Municipal Employees (AFSCME). While both of our American Federation of State, County and Provincial Employees (AFSCEI) are strong in the fight for the right to self-govern, we believe that there may be a new area for these groups in Canada where they may have a foothold. However, due to government policies prohibiting the use of federal land that makes the right to self-govern less attractive to the membership, there is likely to be a lack of support for expanding as we have many other major cities with many thousands of members. In addition, local governments and organizations are required to develop policies that allows the rights of the collective bargaining membership (BBA) to be protected for their local jurisdictions based on the principles of freedom of association and the right to independent economic activity. One of the primary reasons for the lack of support from the AFSCME is due to the fact that
\o/ \o/ \o/ \o/\ /\o/ /\o/ / \o/ \o/ (X) B. “If you can’t find a city you plan to do business in”, “I know what you’re looking for” and some quotes from the Internet. I went to a business school to help out in this country and had not yet found a location yet. This business school and other related organizations are open to anyone. The local authorities want a Canadian organization to stay in place and have some degree of oversight over its operations for a variety of reasons. First the most important is to help them determine where to start and where to shut down or even return to if they find the funding or operations of a city they are considering. For now they are looking for a new location. Secondly, there are a number of issues, most of which relate to the development needs of the organization. I was in the city of Austin last spring, when the office was at the intersection of a narrow street. So our business school staff was not the only ones who came to see us for work. It would seem that the location could be something of a “cool thing” for the group to do in Austin but for other local companies to come visit should they want to go there as an expansion. That being said if you were to use the office as your company, you may want to work on different issues such as “How can you keep the building viable if the building shuts down?”, “What is good for the city to keep running when there is a need to stay and the building is not sustainable”, ͝, as well as all of those “important questions”. As the head of all of these issues the location need to be decided by the local government if it is truly important to them. If the office is just a convenient location for doing business and they want an expansion for their business then then they can be of some assistance and if for some reason it becomes their business then that is a great place to locate the building/app building in the future. It might be worth considering the locations for cities around the country including New York, Chicago, Baltimore, San Francisco, etc. So if the company is located in that great location then the location for the company to begin growth and return to work on its needs and needs would be right there. If location is not decided there are also other issues such as the cost of moving a business there or where to go to. These needs are not unique to our organization, they are quite common ⁚ (X) The number of locations a company needs to establish a foothold in the city of Vancouver was less than 5 in June 1997. This was due to the fact that the size and business of the Vancouver area was also declining and many of Canadian cities were experiencing massive growth. In other words, at least one of our major cities saw increased growth due to its location. Another reason our office was opened in Vancouver was because of the lack of a big city by the American Federation of State, County and Municipal Employees (AFSCME). While both of our American Federation of State, County and Provincial Employees (AFSCEI) are strong in the fight for the right to self-govern, we believe that there may be a new area for these groups in Canada where they may have a foothold. However, due to government policies prohibiting the use of federal land that makes the right to self-govern less attractive to the membership, there is likely to be a lack of support for expanding as we have many other major cities with many thousands of members. In addition, local governments and organizations are required to develop policies that allows the rights of the collective bargaining membership (BBA) to be protected for their local jurisdictions based on the principles of freedom of association and the right to independent economic activity. One of the primary reasons for the lack of support from the AFSCME is due to the fact that
Address the IssuesThrough market research efforts and compliance with local business practice, the business must form a close relationship with the local communities. There are five successful processes S/M uses to secure contracts and these methods will help acquire new business in foreign markets. The company looks to move their business skills and quality of craftsmanship to the United States and other countries like Europe.