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Individual Global Market Research Case Study Analysis - Essay Example

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Individual Global Market Research Case Study Analysis

When Brooks shares these ideas with the rest of the management team, he receives a very strong resistance from them apart from Drew Spenser who further challenges the firm to take its operations to markets that have previously been considered unproductive (Aaker & Aaker, 2010). In business, the only pointer to growth and development is expansion. Expansion may be reflected in the increased operations of the company or by the firm devolving its operations to newer markets. By engaging in either of the two, the company has its presence felt in a wider area. This it ensures by having its good and services being sold in newer markets at least every day. However, the expansion must be effectively planned and properly researched. Failure to carry out a market research may result in lack of effective understanding of the market which may further result in severe losses and failures in whichever undertaking that a business may later engage in (Thomas & Michael, 2001). In the case study, the architectural firm faces a number of challenges right from within its management. Drew Sperry, before starting this firm, had at one time served in a secondary firm. While there, he built his own customer network; it is this network that he resorts to serve later when he sets up his own company. Within the first months of business, the company is supported by a contract it wins to construct park facilities in Prince Edwards’s province for the department of tourism. Its later operations are also small scaled and the business is literally surviving. But just as is normally the case with businesses, the firm later gains reputation and increases its operation and clientele base. With time, the firm increases from the three employees that Derry Sperry had at inception to the current over fifty architectures that the firm boasts of. The brief story of the firm points to the essence of growth. From a four staffed firm, the company has grown to having over forty graduate architects. It thus beats logic that the employees of the company may find it hard to accept the plans for expanding the operations of the company. The difficulty in the acceptance of the expansion may be brought about by a number of reasons key among which may be the fear off that which is unknown. Managers may find it hard to invest the company’s capital in a foreign market where it may not perform effectively and give back the returns as expected. In case a company incurs losses, those to be blamed are its management who will be accused of inefficiency and not putting in place the best strategy for effective market response. In the architectural industry, matters are made even more complicated. The construction industry is forever viable; each day there is a building either being put up or being brought down on safety issues. Just as is common knowledge, a building is consumed by its target market through living in it. In the even of a dissatisfaction or poor workmanship, there normally results the loss of lives which is a case that no government can allow. This is a feature of the industry that has resulted in very close supervision and monitoring from state departments. This excessive gross supervision and standards set for the company by the government results in slow rate of investment and slow expansion into newer markets. Maybe a business does not meet the specifications set in a foreign country; this will ...Show more


Individual Global Market Research Case Study Analysis Name: Institution: The case is based on a medium sized architectural firm that is trying to expand its operation. Drew Sperry completed his studies at Nova Scotia Technical collage and decided to set up a small firm instead of being formally employed…
Author : qledner
Individual Global Market Research Case Study Analysis essay example
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