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Case Study 3-2 In the case study 3-2 of Aaker, Kumar, and Day’s book, Marketing Research, it cover’s Sperry/MacLennan Architects and Planners and the evolution of the company from start to present. During this time there were many ups and downs but with creative ideas and marketing research Sperry/MacLennan Architects and Planners have successfully stayed afloat. The company is a Canadian based firm which specializes in recreational facilities. At the beginning business was great; the company had multiple branches to provide a local presence as well as meeting licensing requirements during the baby boom housing era. After awhile though business slowed down drastically, at one point in the 1980’s the company cut staff down to the three remaining partners being Drew, Sheila Sperry, and John MacLennan. During these slow times two employees stayed working unpaid for several months with faith that the company and its partners would rebound. Then in 1983 Sperry won a major turning point, the competition for the aquatics facility for the Canada games in Saint John. With the planning and design work for the aquatic facility the business turned around. Unlike earlier though the company new tough times are always around the corner. With their company being a staple in Canada for complexes and no real competition they new they would need more business than just the few complexes a year. Sperry/MacLennan is looking to expand its operations from the neighboring United States to across the seas in Europe. When going global the company must determine the best target market. If expanding in a saturated or unneeded location it can set the company back. To do this they must apply marketing research, from quantitative to qualitative data they must record, analyze, and interpret the data to see where it is they should enter the market. Areas like demographic

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