Jones Blair Paint Company
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JonesBlair Company
Headquartered in Dallas, Texas, the JonesBlair Company is a privately held corporation that manufactures and sells paints used in both original equipment manufacturing (OEM) and as architectural coatings. Additionally, the company sells paint-related accessories (allied products), such as brushes, rollers, thinners, etc., under the JonesBlair name, even though it does not manufacturer these items itself. The company operates separate divisions for its OEM coatings and its architectural coatings. The OEM products are distributed throughout the United States and worldwide, while the architectural coatings are marketed exclusively within a 50-county area in Texas, Oklahoma, New Mexico and Louisiana. Company architectural paint and allied products sales volume in 1997 was $12 million. Dollar sales have been increasing at and average annual rate of 4 percent while paint gallonage has remained stable over the past five years.
The major concern facing senior management at JonesBlair is how best to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company in the southwestern United States. Four different marketing strategies are currently under consideration and it is vital that management selects an approach quickly due to the rapidly approaching peak of the painting season.
Introduction to Paint Industry, Market and Buying Behavior
The U...