Jones Blair Case

Jones Blair Case

BACKGROUND AND PROBLEM DEFINITION

The problem that Jones Blair company is facing is where and how to force their corporate marketing efforts throughout their current architectural markets as well as their service area. The question that can be asked is should they target professional painters or the do it yourself custome9o0prs. When determining their target consumers, the next step would be to determine whether to focus on the Dallas Fort worth area or the surround areas outside.

MARKET AND INDUSTRY ANALYSIS

The paint industry that the Jones Blair company is in has three broad segments, which Jones Blair fits nicely in two: architectural coatings as well as OEM coatings (see exhibit 1). The target market of do it yourself and professional painters are those that purchasers these types of paints. The do it yourself painters are the buyers who buy often and look for a retail outlet for paint and sundries then decide to chose their paint based on this method. Professional painters are also those who buy often and look for high quality, durable and easy to clean up which Jones Blair offers as well. Although Jones Blair has what their target market is looking for, they are competing with 600 different competitors that are offering a lower price. Although competition is large, Jones Blair strengths are in their quality as well as their sales reps service. Since their quality is better then most of their competitors they are able to please the professional painters. With their service, their sales representative are knowledgeable and build good relationships with current customers. Most of their current customers that see the sales reps as a reason to buy are located in the rural area, which helps increase sales in this area. (see exhibit 2)

EVALUATION OF ALTERNATIVE COURSES OF ACTION

The VP of advertisement plan is to direct all attention to increasing DFW area by increasing the advertising budget by $350.000 (see case exhibit 5).The pros for...