Jones- Blair Case Study

Topics: Marketing, Coatings, Original equipment manufacturer Pages: 3 (743 words) Published: April 8, 2012
1. How might one characterize or describe the architectural paint coatings industry and Jones Blair’s trade area? •Architectural paint coating industry currently does not have much that differentiates itself from other paint markets •The US paint industry is considered to be a maturing industry. Industry sales in 2004 were estimated to be slightly over $16 billion. •The US paint market is divided into three segments: architectural coatings (43%), original equipment manufacturing (OEM) coatings (35%)and special purpose coatings (22%). •1- the architectural coatings are general-purpose paints, varnishes, and lacquers used on residential, commercial, and institutional structures. They are sold through wholesalers and retailers. •2- OEM coatings are formulated to industrial buyer specifications and they are used for durable goods such as automobiles, transportation equipment, building products industrial machinery and equipment etc. •3- Special purpose coatings are formulated for special applications or environmental conditions. They are used for automotive and machinery refinishing, industrial construction such as factories, railroads, utilities, bridges marine application, highway and traffic machines and roof paints. 2. How might one segment Jones Blair’s market area?

The overall U.S paint industry is divided into 3 broad segments: oArchitectural coating
oOriginal Equipment manufacturing (OEM)
oSpecial Purpose Coating
The Jones- Blair market specifically can be segmented by “Do it yourself” consumers and consumers who hire professional contractors. It can also be further segmented by looking at consumers in the Dallas-Fort Worth area (urban area) versus the consumers in the smaller rural areas. •Altogether there are four major consumer segments for Jones-Blair: oDo it yourself painters in the DFW area

oDo it yourself painters in rural communities
oHired painters in the DFW area
oHired Painters in the rural communities

Chart A:...
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