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■ Problem/Central Issue
Jones•Blair Company is a privately held corporation that produces and markets architectural paint under the Jones•Blair brand name. The central issue for the company is that during the years the paint gallonage remained stable even if the company raised its turnover by 4% per year reaching the highest priced paint in the service area. The central problem is where and how to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company in the southwestern United States.

■ The Company
The company produces a full line of architectural coatings and sells paint sundries (brushes, rollers, thinners, etc.) under the Jones•Blair name, even though these items are not manufactured by the company. Jones•Blair also operates a very large OEM coatings division, which sells its products throughout the U.S. and worldwide.
The U.S. paint industry is generally considered to be a maturing industry and industry sales in 1999 (only paint) were estimated to be slightly over $13 billion.
Industry sources estimate U.S. sales in a total of $10,00 billion split in $ 5,59 billion on paint and $ 4,41 billion on sundries.

Jones•Blair Company markets its paint and sundry items in over 50 counties in Texas, Oklahoma, New Mexico, and Louisiana from its plant and headquarters in Dallas, Texas. The eleven county Dallas–Fort Worth (DFW) metropolitan area is the major business and financial center in the company’s southwestern service area.
Company architectural paint and allied products sales volume in 1999 was $12 million, and net profit before taxes was $1,140,000 on a market expressing an estimated dollar volume of architectural paint and allied products sold in Jones•Blair’s 50-county service area in 1999 of about $ 80,00 million.

■ Current Big/Picture
Examining the company’s activity and the ideas of the...