Jones Blair company is a privately held company that produces and markets architectural paint under the Jones Blair brand name. In addition to producing a full line of architectural coatings, the company also sells paint sundries although they are not manufactured by Jones Blair. Sales for the company in 2004 were $12 million with a net profit before taxes of $1.14 million. Sales have been increasing roughly 4 percent per annum over the past decade while paint gallonage has actually remained rather steady. In 2005, Alexander Barret, the president of Jones Blair decided after a meeting that the company needs to deploy new corporate marketing efforts. This case summary will provide a summary and analysis of Jones Blair company's options and an examination into the company's strengths, weaknesses, threats and opportunities.
The problem currently being faced by Jones Blair company is how to go about deploying corporate marketing efforts among the various architectural paint coatings markets served by the company in the southwestern United States. In the past, Jones Blair relied mainly on their sales representatives personal relationship with distributors to further the brand awareness. Along with personally promoting the paint brands, sales reps engaged in coordinating cooperative advertising programs with different Jones Blair paint dealers. National paint firms are spending nearly ten times the dollar amount in advertising as Jones Blair. In order to further their brand awareness, Jones Blair must devise new corporate marketing efforts.
The Jones Blair company markets its paint and sundry items in over 50 counties in the southwestern United States. The company maintains its manufacturing facility and headquarters in the Dallas-Fort Worh area. The metropolitan DFW area is the major area for Jones Blair in terms of sales and business... [continues]
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