Global Market Research Case Study Paper Sperry/MacLennan is an architecture firm based in Canada. The company's main architectural project is recreational construction. The company has been around since the 1970s and has competed up and down the market. The company currently has 19 employees. In this article, the reader will gain insight into the opportunities facing Sperry/MacLennan, key growth issues, and the importance of global marker research. Company SummaryDrew Sperry, one of Sperry/MacLennan's two senior partners, founded the firm in 1972 as a one-man architecture firm. At the end of its first year, the company was incorporated as H. Drew Sperry and Associates; by then Sperry had added three young architects, a draftsman and a secretary. One of these architects was John MacLennan, who would later become a senior partner at Sperry/MacLennan (Aaker, Kumar, & Day, 2007). The company gets a big boost during the 1970s. The company opened two branches to provide better services to local customers. During the mid-1980s, the company was forced to reduce staff and close its local franchise. The company was rewarded in 1983 when Sperry won the competition for the aquatics facility for the Canadian Games to be held in Saint John (Aaker, Kumar, & Day, 2007). Sperry had achieved national recognition in sports recreation facilities and had secured a reputation as a good design firm specializing in sports facilities. After the national recognition, Sperry decided to provide new services to its client. He started the pooling business. The firm added Mitch Brooks as a partner in 1987. The Situation Discussed in the Case The case study provides a different situation that the firm was facing. The company suffered a collapse in the early 1980s. The company had no real competition…middle of paper…compared to Canada. However, the most important role played by market research would emerge when the company was considering exporting technology to the United States and around the world as part of the free trade policy. Global market research will allow S/M to research possible target markets not only in the New England area which is the main export location, but to look for other avenues in the United States and Europe. Through impeccable market research and recognition through awards won by S/M, the company can easily target markets other than New England. Additionally, S/M can better evaluate customer needs through market research. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Market Research (9th ed.). Hoboken, NJ: John Wiley & Sons.Burns, A.C., Bush, R.F. (2006). Market Research: Online Research Applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.