Jones Blair basic Marketing case

Preliminary background summary: Jones-Blair Company (JBC) is a regional pigment manufacturer that focal pointes on high feeling create in the Dallas-Fort Worth cranial orbit and the surrounding 50 counties. Jones-Blair competes in a mature merchandise, where gross revenue turn over a penny steadily increased at the localize of inflation. Jones-Blair faces a major problem in that they essential hold in their growth and profit margins. Therefore, senior management executives judge to catch a marking strategy to gain its sales and continue profit margin. Question 1: How would you segment JBCs market battlefield? There are three segments in the paint manufacturing except JBC focuses most on architectural coatings and some on reliable equipment manufacturing coating fields. The front field contains retail and asserter markets. Further more, we abide specify the retail market as DIY and professional stores. Chart 1. JBCs market segments Question 2: What segments exist opportunities for JBC and why? The highlighted segments in the above graph are JBCs opportunities. Reasons: 1) novel research indicated that do-it-yourself painters do not care often about the brand and, consequently, about the quality of the paint (brand written report was the 4th key criteria mentioned by the buyers to subscribe a covering) and it has cash in ones chips a commodity for this kind of consumers. CEO, Barrett, admits that JBC is the highest- damaged paint in the profit area.

Only professional painters will stomach more for higher(prenominal) quality. In other words, they are mo re price-insensitive and major JBCs consumer! s because JBC maintains highest price policy. 2) The market for do-it-yourself consumers is forecasted to reach US$ 5.74 billion by the year 2003 (see appendix 2) and it seems to be the vanquish segment for Jones Blair to focus its resources on, since it represents 90 percent of non-contractor-related volume foreign DFW area and 70 percent in DFW. 3) Areas outside DFW have potential. JBCs... If you want to win a full essay, order it on our website: OrderCustomPaper.com

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