• The Jones Blair case requires you to analyze the marketing situation and key issues regarding the case. In your analysis, stick to the facts and do not linger on minor issues. Distinguish clearly between causes and effects.
  • In addition to reading the case and concluding your analysis of the issues, completely answer the following six questions regarding the  Jones Blair case:
    1. How would you characterize the architectural paint coatings industry and Jones Blair’s trade area?
    2. How would you segment Jones Blair’s market area (be specific)?
    3. Which segments represent marketing opportunities for Jones Blair (be specific)?
    4. What is Jones Blair’s competitive position in its market area (be specific)?
    5. Which segment or segments should Jones Blair target and pursue? Explain your reasoning.
    6. What marketing strategy should Jones Blair adopt to reach the segment(s) targeted (be specific)?

Answer 1. Architectural Paint Industry & Jones Blair’s Trade Area The architectural paint coatings industry can be characterized as a mature market that means it has reached a state of equilibrium, where significant growth and innovation is not possible. The architectural coatings include paints, varnishes and lacquers used for residential, commercial and institutional structures. The slow growth rate of industry is because of growing of materials such as plastic and aluminum that require little paint. Introduction of better quality of paints and more effective ways of applying paint are also needed less paint for each application and longer time between applications, which lowered the growth rate in industry (Roger, 2010). The Jones Blair Company is a multi-million dollar business that has been a part of the architectural paint industry since 1928. Company produces a wide variety of architectural coatings and paint sundries in more than 50 countries along with four southern states in the US: Texas, Oklahoma, New Mexico and Louisiana and other countries around the world (Roger, 2010).

Answer 2. Market Segmentation Segmentation describes the division of a population into more or less homogenous segments based on their acceptance and buying patterns of products or services. The market area of JB market can be broken down into the different market segments and sub-segments. This market can be divided into two geographic areas, DFW (urban) and non-DFW (rural). Each segment can be divided into two sub-segments, household (do-it-yourselfers) and professional (Roger, 2010). On the basis of survey of retail outlets, total estimated dollar volume for JB is $12 million out of $80 million industry worth in which DFW area is $48 million (60%) and the non-DFW area is $32 million (40%). Besides, 70% of company’s sales through the DFW dealers go to the professional painter, while 70% of sales through the non-DFW outlets go to DIY households.

Household Professional
DFW $ 1.8 M / 33.6M = 5.4 % $ 4.2 M / 14.4 M =29.2 % $ 6 M / 48 M = 12.5 %
Non-DFW $ 4.2 M / 28.8 M =14.6 % $ 1.8 M / 3.2M = 56.3 % $ 6 M / 32M = 18.8 %
$ 6 M / 62.4 M = 9.6 % $ 6 M / 17.6 M = 34 % $ 12 M / 80 M = 15 %

Market share varies greatly among four markets. According to the calculation, JB is strong in professional market with 34% market share. Weakness is that JB only represents 12.5% in the DFW area compared to non DFW area (18. 8%). JB dominates in rural professional market with 56.3% share.

Answer 3. Market Opportunities As per assignment help experts, The following markets can be pursued by the company on priority basis to get market opportunities: a)      Non-DFW Household, a high potential for growth: Large volume distribution is not present in this segment due to its low population density (Ferrell & Hartline, 2010). Moreover, it appears that the number of brand names per non-DFW is lower than in urban areas. b)      Urban professional, wants high quality paints Professional painters demand for quality products as their reputation is linked to their work. Professionals can accept to pay more for higher quality. Producers that are able to convince professional painters, in sense of quality product, will likely be successful. c)      Non-DFW Professional, already dominated d)     Urban Household, very price- sensitive This sub-segment is particularly difficult for producers due to presence of a well-developed network of distributors. Hardware and paint stores have higher prices for products than large distributors. Price is the most important element to create a competitive advantage in this segment.

Answer 4. Competitive Position of Jones Blair Jones Blair holds the high-end trade market catering mostly for do-it-yourself customers, who want good services. It also caters to professional painters, who want high quality paints. In addition, it has a line of painting accessories, which are increasingly demanded among do-it-yourself clients.

Answer 5. Actively Pursue Jones Blair should pursue on Non-DFW Household markets. It is because there is a relatively weak competition in rural markets. Company should increase the number of distributors of its products in rural areas. The rural market is still in expansion and needs a producer to fill the quality-service requirements (Roger, 2010).

Answer 6. Strategy a)      Cut in price: Rural customers are price sensitive than other paint consumers. It is necessary to cut the prices in order to be competitive with other national brands in rural market with same quality. b)      Hire one additional sales representative: One additional sales representative could generate significant sales if assigned to the right territory. It will help to distribute products of the company in rural areas. c)      Engage in cooperative advertising with current advertising budget: In order to reach segment targeted, company should give more emphasis on in-store promotion in rural areas. In-store promotion is more economical than an expensive television campaign that will also help to reduce overall cost with maintaining the quality of the products (Doole & Lowe, 2008). References Doole, I. & Lowe, R. (2008). International Marketing Strategy: Analysis, Development and Implementation. USA: Cengage Learning. Ferrell, O. C. & Hartline, M.(2010). Marketing Strategy. USA: Cengage Learning. Roger, K. (2010). Strategic Marketing Problems: Cases and Comments (12th ed.)USA: Pearson Education Inc. You can contact us 24X7 for case study assignment help. We assure you that you will get first class assignment help services from our experts.