Jones Blair

The result of the market research data given analytic thinking from the case documentation are summarized in Exhibits 1 and 2. The original blushing mushroomer market segment bank bills for 50% of realise sales of architectural coatings is an important segment for JB. The do-it-yourself segment is growing and instanter accounts for half of Jones-Blairs sales. Large Accounts (annual purchase > $50,000) account for 56% of JBs sales. 10% of these are Non-DFW area and claim JB credit line exclusively. Retail accounts in Non-DFW area account for 60% of sales. 30% of these accounts with annual purchases of less than $25,000. 3. Problem account Where and how to deploy incorporated marketing efforts among the various architectural paint coatings market served by JB in the 50 counties (39 Non-DFW and 11 DFW) in order to hold in its position as a minimum or moreover improve it. 4. Identification of alternatives in that location are four alternatives shape up to be feasible solutions to the problem, they are mutually exclusive. Those alternatives are: 1-         Do Nothing: and maintaining the costs and thus keeping the division margin at 35%. JB has been successful to date with its animate approach. 2-         Increasing publicise to expand awareness in DFW Area. Where the topical awareness (»20%) is lower than competitors. At least 30% awareness is needful among do-it-yourself customers. The 30% can be achieved through expend $350,000 more in corporate soil advertising.

3-         Reducing prices. Where a price cut of 20% on all paint products to achieve similarity with national paint brands. T hus making JB more competitive. 4-  Â!  Â Â Â Â Â Â Increasing sales drag in Non-DFW Area. Where soon there are 8 sales representatives. And the current sixth sense is 16%. The associated cost of adding one sales rep is $60,000 per twelvemonth Plus 1% commissions on sales. 5. end criteria The following finis criteria set was chosen to evaluate the 4 different... If you want to stomach a full essay, order it on our website: OrderEssay.net

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