Global Market Research Case Study Analysis
The situation discussed in the case tells of an opportunity afforded Sperry/MacLennan Architects and Planners; the Canadian company was founded in 1972 as a one-man architectural practice and years since then they have become a very respected and profitable company in the field of architecture. It has been recorded in text that Aaker, Kumar & Day (2007) stated, “Eight market niches were identified for Canadian architects in the United States, one of which was educational facilities, in particular post-secondary institutions. This niche, identified as most likely to match S/M’s capabilities, is controlled by state governments and private organizations. Mitch Brooks, a junior partner in the firm, has plans to identify and evaluate other possible markets for S/M’s services as part of his October presentation to the board. Other parts of the United States, or the affluent countries of Europe, where recreational facilities are regularly patronized and design is taken seriously, might provide a better export market, given S/M’s string of design successes at home and the international recognition afforded by the Amherst facility design award.” (Chapter 3). Fortunately for S/M, things began to take a turn in the right direction when their persistence and faith was rewarded in 1983. Sperry won the competition for the aquatics facility for the Canada Games in Saint John. Sperry had gained renowned nationwide acknowledgment for its sports facility expertise, and its reputation as a good design firm specializing in sports facilities was secured. Expansion to the US was inevitable; Aaker, Kumar & Day (2007) stated, “At a meeting in Halifax in January 1988, the Department of External Affairs had indicated that trade to the United States in architectural services was going to be one positive benefit of the Free Trade Agreement to come