Global Market Research Case Study Analysis: Sperry/MacLennon Architects and PlannersThe company, Sperry/MacLennan Architects and Planners, is a successful Canadian business. The company has maintained itself for many years since its inception in the 1970s; it has survived slow periods and, overall, has been successful for many years. The company is at a crossroads and is ready to consider new initiatives and business developments. It is considering expanding its operations into the United States; however, it will need to consider the new market and how the expansion fits into its business goals. This document will describe the company's situation, identify key issues for the organization, discuss possible solutions to problems, and evaluate the value of market research in the global community. Describe the situationS/M is a Canadian architect and planning firm with roots that began in the early 1970s and was founded by architect Drew Sperry. The firm grew and eventually added a partner, John MacLennan, to the firm, thus creating Sperry/MacLennan Architects and Planners. Despite stiff competition, the company rapidly expanded and increased its operations and strategically added a couple of subsidiaries to keep up with the "period of aggressive growth" (Aaker, Kumar, and Day, p. 72). Starting in the 1980s the company went through a slow period, however it bounced back by launching a couple of key projects and adding services to its menu. The company has also received prestigious awards and industry recognition. Although by the late 1980s the firm was secure and able to provide a variety of services, it was contemplating its plan for the future through its new junior partner, Mitch Brooks. The company has been successful… halfway…compatible companies to better serve their market. Conclusion Operating in a competitive industry, Sperry/MacLennan Architects and Planners has realized that to be successful, maximize profits and market share, and survive in the long term, it must incorporate market research into its business practices. The company values ​​its core principles and understands that to remain competitive, it is important to understand the environment, market and customers to be successful. Gaining understanding of your market helps your company achieve its sales goals, business objectives, build its brand, and ultimately build customer loyalty. Works Cited Aaker, D. A., Kumar, V., & Day, G. S. (2007). Market Research (9th ed.). Hoboken, J.N.:John Wiley & Sons.McDaniel, C. & Gates, R. (2006). Market Research (7th ed.). Hoboken, NJ: John Wiley & Sons.