Read Case 3-2, “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 “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 an Dartmouth, Nova Scotia, architectural practice that specializing in recreational facilities, the company was in process of developing a plan to expand his company’s services and grow the business . In the 1970s, the architectural company grew rapidly as the local economy expanded and global market grew as well. Even though the market for architectural services was very competitive the company contained to grow. But the growth could not last. In the 1980’s the industry took a large drop, and many architectural firms found themselves unable to stay in business through a very slow time in the housing markets. Sperry/MacLennan ended up laid off all but the three remaining partners. In the beginning, the company found recreational facilities work to be main source of profit and growth for the company. Sheila Sperry quoted, “wants you to be innovative and new. It’s a dream for an architect because it gives him an opportunity to use all the shapes and colors and natural light. It’s a very exciting medium to work in.” later the company had decided to focus their promotional efforts to get more of this type of work and consolidate their “pool designer” image by expanding a sister company called Creative Aquatics. Creative Aquatics...
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