Market Research Case Study: Sperry/MacLennanMarket research is vital for any business looking to expand into new markets. Global market research is a major function for organizations to facilitate marketing decisions outside of their respectable country. Effective global market research requires the analysis of market data, such as environmental factors, government regulations, target market needs, customer interests, prices, and available resources. The following is a case study analysis of the architectural firm Sperry/MacLennan (S/M), based in Dartmouth, Nova Scotia, which is seeking to expand its market into other countries. The analysis includes an overview of the Sperry/MacLennan situation, identifies their main problems as well as ways to solve these problems, and explains the usefulness of market research in business. 1972, is an architectural firm specializing in recreational equipment. The company gained national recognition in 1983 when it was awarded the contract to design aquatic facilities for the Canada Games held in Saint John, which ensured its reputation as "a good design company specializing in sports facilities » (Aaker, Kumar and Day, 2007, p. 73). Success continued for S/M in the following years with several projects underway and underway. In 1987, the company's revenue was approximately $1.2 million, although after expenses and payroll, their profits were only 4.5% of revenue. Other awards followed, including receiving the highly prestigious $10,000 Canadian Grand Architect Prize, which "is awarded by fellow architects in recognition of excellence in design" (Aaker, Kumar and Day, 2007, p. 73).The Sperry/MacLennan situationIn August ...... middle of document ...... specific objectives. Sperry/MacLennan uses market research to determine which international markets are the best fit for their services. The company carefully weighs the pros and cons of each international market to arrive at the decision that the New England territory of the United States and possibly wealthy European countries are the most successful markets. Without these careful considerations based on their market research, Sperry/MacLennan could set themselves up for failure by entering a market that is not ideally suited to their operations. Works Cited: Aaker, DA, Kumar, V. and Day, GS (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons.APPA (Physical Plant Administrators Association). (2012, spring). About Us. Retrieved from http://www.appa.org/InternationalCorner/unitedKingdom.cfm and http://www.appa.org/Research/FPI/index.cfm