Jones Blair Situation Analysis
Jones Blair Company
Situation Analysis
Internal Analysis
Overall Objectives
Delegate marketing dollars available and decide which market segments are most reasonable to pursue and/or to continue to spend money in the architectural market.
Overall Strategy
Jones Blair is currently using a defending strategy. This is because the industry is in the latter stages and it is becoming increasingly difficult to maintain margins.
Headquartered in Dallas, Texas
Operates in the architectural paint and sundry product industry
Operates OEM coatings division (U.S. and worldwide)
Target Markets
DFW metropolitan area (50 county area surrounded DFW)
Product
Architectural paint and sundries
Channel
Distributes products through 200 independent paint stores, lumberyards, and hardware outlets
40 % of the stores fall in the DFW area
60 % of the stores fall outside of the DFW area
Sales are distributed evenly between DFW and non-DFW accounts
Jones Blair products are carried exclusively by retail stores outside of the DFW area that exceed $50,000 of paint products.
Price
Jones Blair paint is highest priced in the industry
Most retailers carry 2 or 3 product lines of Jones Blair products that are the highest priced in the store.
Promotion
8 sales representatives
3% of sales is spend on promotional activities and advertising per year
55% of sales promotion dollars are allocated to promoting advertising programs with retail accounts.
Survey results indicate that the sales reps were well liked, helpful, professional, and knowledgeable about paint
Newspaper advertising and seasonal catalogs distributed in a retailers immediate trade area
The remainder of the advertising and sales promotion budget is spend on in-store displays, corporate brand advertising, out-door signs, regional magazines, premiums, and advertising production costs
Budget