JonesBlair Case Analysis
JonesBlair Case Analysis
Florida International University
Mar4804
Professor Andrew Yap
Jazmira Argueta
Strategic Issues and Problems
The president of Jones Blair Company, Alexander Barrett, with his senior management executives, held 2 lengthy meetings which resulted in no resolution as to where and how to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company in the southwestern United States. With the peak painting season quickly approaching, a decision has to be made to develop a tactical plan. Architectural coatings account for 43% of total industry dollar sales. Some strategic options the company has are that first, the VP of Advertising suggest that the company can direct their efforts toward bolstering their presence in the Dallas-Fort Worth (DFW) metropolitan “do-it yourself” market, which is the major business and financial center in the company’s southwestern service area by increasing awareness by 30% in the do-it-yourselfers market and an increase of $350,000 in advertisement. . A second option offered by the VP of Operations was cutting the price by 20% on all paint products to achieve parity with national paint brands. A third option offered by the VP of Sales was putting to put effort into non-DFW areas where half of the sales and most of the company’s dealers exist and hiring more sales representatives. A fourth option offered by the VP of Finance was to pursue the company’s current approach and guarding the company’s margins and controlling costs. The company has been very successful in maintaining their margins even with increased research and development, and material and labor cost but they are approaching the threshold of their prices.
1. How might one characterize the architectural painting coatings industry and Jones Blair’s trade area?
The architectural painting coatings industry is estimated U.S sales of architectural paint coatings and
Florida International University
Mar4804
Professor Andrew Yap
Jazmira Argueta
Strategic Issues and Problems
The president of Jones Blair Company, Alexander Barrett, with his senior management executives, held 2 lengthy meetings which resulted in no resolution as to where and how to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company in the southwestern United States. With the peak painting season quickly approaching, a decision has to be made to develop a tactical plan. Architectural coatings account for 43% of total industry dollar sales. Some strategic options the company has are that first, the VP of Advertising suggest that the company can direct their efforts toward bolstering their presence in the Dallas-Fort Worth (DFW) metropolitan “do-it yourself” market, which is the major business and financial center in the company’s southwestern service area by increasing awareness by 30% in the do-it-yourselfers market and an increase of $350,000 in advertisement. . A second option offered by the VP of Operations was cutting the price by 20% on all paint products to achieve parity with national paint brands. A third option offered by the VP of Sales was putting to put effort into non-DFW areas where half of the sales and most of the company’s dealers exist and hiring more sales representatives. A fourth option offered by the VP of Finance was to pursue the company’s current approach and guarding the company’s margins and controlling costs. The company has been very successful in maintaining their margins even with increased research and development, and material and labor cost but they are approaching the threshold of their prices.
1. How might one characterize the architectural painting coatings industry and Jones Blair’s trade area?
The architectural painting coatings industry is estimated U.S sales of architectural paint coatings and