Global Market Research Case Study AnalysisSperry/MacLellan Architects and Planners is an architectural firm based in Dartmouth, Nova Scotia, Canada, specializing in structures recreational. The company was originally founded in 1972 by Drew Sperry, which in 1973 became an incorporated company known as H. Drew Sperry and Associates. The firm was thriving in a positive direction resulting in the expansion of its staff, including the addition of a new senior partner John MacLellan, and revenue growth throughout the 1970s. In the early 1980s the industry slowed dramatically resulting in the layoffs of all staff except key partners. The company bounced back with a vengeance in the mid-1980s, after attracting national media attention for its successful experience in the Canadian Games sports venue competition. It was during this industry upswing that the firm acquired a junior partner, Mitch Brooks. Mitch is perfect; compatible with senior associates in focusing on meeting budget guidelines and focusing on customer service. In addition to being a great manufacturing architect, Mitch is looking to take the company to the next level and keep it growing by capturing a larger market share, beyond the company's current regional reach.Key IssuesSperry/MacLellan Architect and Planners are facing another recession in their industry, where the workload will gradually decrease. It is for this reason that Mitch wants to present a report to his business counterparts as an explanation of his market research. There are some opportunities that require improvement and innovation. The company is too comfortable managing only what it knows. It addresses the... center of the card... embraces change as the world around them continues to change at different speeds. It will be necessary for the company to use both primary and secondary research and various research methods to obtain an overall analysis of the target market. They will need market research to help them in the decision-making process that will take their business to the next level with the intent of maximizing company returns. Works Cited Aakar, D. A., Kumar, V., & Day, G. S. (2007). Market Research (9th ed.). Danvers, MA: John Wiley & Sons.Burns, A.C., & Bush, R.F. (2007). Market Research: Online Research Applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.McDaniel, C., & Gates, R. (2006). Market Research (7th ed.). Noboken, NJ: John Wiley & Sons. McDaniel, C., & Gates, R. (2007). Essentials of Market Research (6th ed.). Noboken, NJ: John Wiley & Sons.