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Global Marketing Research Case Study Analysis When determining if a business should expand business into a global marketplace, it's crucial to conduct business research. International market study gathers and collects information and information and identifies possible issues that a firm may face. Conducting market analysis is a good step to start a globalized marketing strategy. Sperry/MacLennan Architects and Planners David Aaker, V Kumar, along with George Day (2007) present a case study concerning a architectural business that specializes in recreational centers, Sperry/MacLennan Architects and Planners (S/M). The company was founded in 1972, also grew quickly with the enlarging economy. The company provides a "neighborhood market presence and meet[s]] licensing demands" (p. 72). Sadly, the expansion the company was experience started to decline, and resulted with a change of management. Sperry/MacLennan began to focus on supplying innovative recreational facilities and partnered with Creative Aquatics becoming effective and getting several awards. Situation Sperry/MacLennan Architects and Planners have experienced great success in recreational centers that are aimed towards summer activities. But with the winter months coming up shortly, the business is starting to face backslide in operation. The partner, Mitch Brooks, has been creating a plan to export the organization's services to fight the emerging issue of falling company. The business is thinking about developing educational athletic facilities and believes there's an opportunity to undertake accessible from the New England market, and includes a projected goal that designing two sport facilities yearly will probably compensate for lost business and earn new business experts...