Read Case 3-2, “Sperry/MacLennan Architects and Planners,” located at the end of Chapter 3 in the text, Marketing Research, by Aaker, Kumar, and Day. Prepare a 1,050-1,400-word case study analysis of the case. Be sure to address the following in your analysis:
a. Describe the situation discussed in the case.
b. Identify the key issues for the organization in your selected case.
c. Discuss possible ways in which the organization can address these issues.
d. Based on your analysis of the case, explain the value of market research in the global community.

Summary “Sperry/MacLennan Architects and Planners,”

Summary of the company

In August 1988, a junior partner and director of Sperry/MacLennan or better known as (S/M), which is …show more content…
After the architect signs the contract, there will be a number of meetings with the client as the concept evolves and the drawings and specifications develop. In 1987, a report entitled “Precision, Planning, and Perseverance: Exporting Architectural Services to the United States” identified eight market niches for Canadian architects in the United States, one of which was educational facilities, in particular post-secondary institutions. Universities are known not to be particularly loyal to local firms and so present a potential market to be developed.

Overcoming issues

Although Brooks knows that Canadian firms have always had a good reputation internationally for the quality of their buildings, he is concerned that American firms are well ahead of Canadian ones in their use of CADD (computer-assisted design and drafting) for everything from conceptual design to facility management.
S/M, in spite of best intentions, has been unable to get CADD off the ground, but is in the process of applying to the Atlantic Canada Opportunities Agency for financial assistance in switching over to CADD. 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 into force in January 1989. Brooks is quite concerned that the company