Jones Blair Company Case

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Jones Blair Company Case 1- which segment or segments should Jones Blair pursue? After analyzing the article we can say as a total market of $80 Million of market End User Household Professional Geography Urban 60% ($48 M) 70% ($33,600,000) 30%(1$14,4000,000) Rural 40% ($32 M) 90%($28,800,000) 10% ($3,2000,000) Jones Blair should pursue the rural segment. Even it is only 40% but it is a strong opportunity as the article said the non-DFW is growing (Exhibit 3) and they should focus on the professional segment, because in that market Jones Blair can provide a good service and quality. 2- four approaches are outlined in the case (1) Do nothing different—no change in focus or increase in expenditures: -Pros: Easy for the company to do. No risk. - Cons: No benefit in return and no growth. And this is doesn’t solve the problem. (2) Increase advertising to the household segment by $350,000 with an advertising -Pros: Increase awareness. Increase the sales. -Cons: People choose store first then brand. 75% of audiences is not buying paint. Will double the expense with no benefit. (3) Price reduction of 20% -Pros: competitive the price with other company. Increase the sales in do-it-yourself market. -Cons: the quality will be questioned. Could decrease the sales. (4) Add additional sales reps at a direct cost of $60,000 each -Pros: could have professional motivation team could increase the sales. Add more service to the customers. -Cos: it could be risky by adding more expense without getting back the reasonable effectiveness. 3- what is your recommended action? The recommendation is to focus on rural professional market. Add sales reps with additional staff and focus on training them
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