Jones-Blair Case Analysis

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The architectural coatings are general purpose paints, varnishes, and lacquers used on residential, commercial, and institutional structures. They are sold through wholesalers and retailers The architectural coatings are mature market. A slow growth rate is the main characteristic of a mature market. The sluggish growth rate measured in dollars can be traced back to a slowing growth rate in volume. This is because of a growing of materials that don’t require paint or require little paint such as plastic and aluminum. These are substitute products that can increase consumers’ sensibility to changes in price Jones Blair sells paint products in over 50 countries in the four southern states in the US: Texas, Oklahoma, New Mexico, and Louisiana. 11 countries in Dallas-Fort Worth (DFW) area is their most important market. Competition in this market has increased with the coming of department stores like Sears, K-Mart, and Wal-Mart, as well as Sherwin-Williams paint stores. Competition has also increased in paint stores, lumberyard and hardware stores. Competition at the paint manufacturing level has increased as well. 2. This market can be divided into two geographic areas: DFW (urban) and non-DFW (rural). And each segment can be divided into two sub-segments: household (do-it-yourselfers) and professional. 3. Market share varies greatly among four markets. According to the calculation, JB is strong in professional market with a 34% market share. There is a weak in the DFW area for the household segment with 5.4% and that is most probably due to mass merchandisers. Another weakness is that JB only represent 12.5% in the DFW area compared to non DFW area (18. 8%). There is a relatively weak competition in rural markets. However Walmart, an effective competitor in non-metropolitan areas, is probably not a major threat in non-DFW.

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