Jones Blair basic Marketing case

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

Only professional painters will stomach more for high quality. In other words, they are more price-insensitive and major JBCs consumers because JBC maintains highest price policy. 2) The market for do-it-yourse lf 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 sterilize a full essay, order it on our website: OrderEssay.net

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