Market Research Case Study: Sperry/MacLennan Market research is vital for any business looking to expand into new markets. Global market research is an important function for organizations to facilitate marketing decisions outside their respectable country. Effective global market research requires analyzing market data, such as environmental factors, government regulations, target market needs, customer interests, price, and available resources. The following is a case study analysis of the architecture firm Sperry/MacLennan (S/M), based in Dartmouth, Nova Scotia, which is looking to expand its market into other countries. The analysis includes an overview of the Sperry/MacLennan situation, identifies key issues as well as ways to address them, and explains how market research is valuable in the business world. Background of Sperry/MacLennanSperry/MacLennan (S/M), founded in 1972, is an architectural firm specializing in recreational facilities. The firm gained national recognition in 1983 when it was awarded the contract to design an aquatic facility for the Canada Games held in Saint John, which secured its reputation as a "good design firm specializing in sports facilities" ( Aaker, Kumar, & Day, 2007, p.73). Success continued for S/M in the following years with multiple projects both on the books and underway. In 1987 the company's revenue was about $1.2 million, although after expenses and payroll profits represented only 4.5 percent of revenue. Other awards followed, including winning the prestigious $10,000 Canadian Architect Grand Award, which “is awarded by fellow architects in recognition of design excellence” (Aaker, Kumar, & Day, 2007, p. 73). Sperry/MacLennan Situation In August ...... middle of paper ...... achieve goals. Sperry/MacLennan uses market research to determine which international markets are best for their services. The company carefully weighs the pros and cons of each international market to come to the decision that the New England territory of the United States and possibly the wealthy European nations are the most fruitful markets. Without these careful considerations based on their market research, Sperry/MacLennan could fail by entering a market that is not ideal for their operations. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Market Research (9th ed.). Hoboken, NJ: John Wiley & Sons.APPA (Physical Plant Administrators Association). (2012, spring). Who we are. Retrieved from http://www.appa.org/InternationalCorner/unitedKingdom.cfm and http://www.appa.org/Research/FPI/index.cfm