Sperry/Maclennan Architects and Planners Essay - 1031 Words

Read Case 3-2, â€Å"Sperry/MacLennan Architects and Planners,† located at the end of Chapter 3 in the text, Marketing Research, by Aaker, Kumar, and Day. Prepare a 1,050-1,400-word case study analysis of the case. Be sure to address the following in your analysis: a. Describe the situation discussed in the case. b. Identify the key issues for the organization in your selected case. c. Discuss possible ways in which the organization can address these issues. d. Based on your analysis of the case, explain the value of market research in the global community. Summary â€Å"Sperry/MacLennan Architects and Planners,† Summary of the company In August 1988, a junior partner and director of Sperry/MacLennan or better known as (S/M), which is†¦show more content†¦Although, salaries were a major business expense, capital and etc. accounted for only 4.5 percent of revenue. Now it is late August, and with the weather cooling, Mitch Brooks reflects on his newest task, planning for the coming winter’s activities. The company’s reputation in the Canadian sports facility market is secure. The Industry It is imperative that the architect convince the client that he or she has the necessary experience and capability to undertake the project and to complete it satisfactorily. S/M has found with its large projects that the amount of time spent meeting with the client requires some local presence, although the design need not be done locally. Architects get business in a number of ways. â€Å"Walk-in† business is negligible, and most of S/M’s contracts are the result of one of the following five processes: client gives a referral. A juried design competition is announced client publishes a â€Å"Call for Proposals† or a â€Å"Call for Expressions of Interest† as the start of a formal selection process. A potential client invites a limited number of architectural firms to submit their qualifications as the start of a formal selection process, or potential building and contacts the client, presenting its qualifications Although juried competitions are not that common, the publicity possible from success in landing this work is important to S/M. The company has foundShow MoreRelatedGlobal Market Research Case Study Analysis: Sperry/MacLennan1354 Words   |  6 PagesStudy Analysis: Sperry/MacLennan The Business Dictionary defines opportunity as an â€Å"exploitable set of circumstances with uncertain outcome, requiring commitment of resources and involving exposure to risk† (Opportunity, 2012, para. 1). To grow and prosper, an organization needs to seek continually opportunities to do so; thus the subject of the case study â€Å"Sperry/MacLennan Architects and Planners† (Aaker, Kumar, Day, 2007, pp. 72-75). In this case study, Sperry/MacLennan considers its nextRead MoreEssay on Sperry/MacLennon Architects and Planners1132 Words   |  5 PagesGlobal 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 1970s; 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;Read MoreMarketing Research Case Study Essay1092 Words   |  5 PagesMarketing 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 performRead MoreMarketing and Market Research1746 Words   |  7 Pages|1 | |Discussion Questions |Respond to weekly discussion questions. |Daily |1 | |Individual |Resources: Case 3-2: Sperry/MacLennan Architects and Planners of Marketing Research (Aaker, |Day 7 |10 | |Global Market Research Case |Kumar, Day): | | | |Study