Global Market Research Case Study AnalysisSperry/MacLellan Architects and Planners is an architectural firm based in Dartmouth, Nova Scotia, in Canada, specializing in recreational facilities. The company was founded in 1972 by Drew Sperry and became an incorporated company known as H. Drew Sperry and Associates in 1973. The company was thriving in a positive direction, resulting in expansion of its staff, including the addition of a new senior. John MacLellan, partner, and revenue growth throughout the 1970s. In the early 1980s, the industry experienced a dramatic downturn, resulting in layoffs for all staff except key partners. The company bounced back with a vengeance in the mid-1980s after attracting national media attention for its expertise victory in the Canada Games sports facilities competition. It was during this industry rebound that the firm acquired a junior partner, Mitch Brooks. Mitch is the ideal person; compatible with senior associates with focus on meeting budget guidelines and focus on customer service. In addition to being an excellent production architect, Mitch seeks to take the company to the next level and maintain its upward trend by capturing a greater market share, beyond the company's current regional reach. Key IssuesSperry/MacLellan architects and planners face another downturn. in their sector, where the workload will gradually decrease. It is for this reason that Mitch seeks to present a report to the company's counterparts, to explain his market research. There are a few opportunities that require improvement and innovation. The company is too comfortable with what it knows. He addresses the middle of paper and does not accept change while the world around him continues to change at different speeds. It will be necessary for the company to use both primary and secondary research as well as various research methods to obtain an overall analysis of the target market. They will need market research to help them make decisions that will take their business to the next level with the goal of maximizing business returns. Works Cited: Aakar, DA, Kumar, V. and Day, GS (2007). Marketing Research (9th ed.). Danvers, MA: John Wiley & Sons. Burns, AC and Bush, RF (2007). Marketing Research: Online Research Applications (5th ed.). Upper Saddle River, NJ: Prentice Hall. McDaniel, C. and Gates, R. (2006). Marketing Research (7th ed.). Noboken, NJ: John Wiley & Sons. McDaniel, C. and Gates, R. (2007). Essentials of marketing research (6th ed.). Noboken, New Jersey: John Wiley & Sons.