Running head: Janmar Coatings, Inc.1Janmar Coatings, Inc.Texas A&M University - Corpus ChristiMKTG 5320 - Marketing ManagementMonica Hernandez, Ph.D.September 13, 2017Defining the Problem
Janmar Coatings, Inc.2The executive group of Janmar Coatings, Inc. must decide on how to effectively allocate corporate marketing efforts to increase sales and market share in their architectural paint division. Competition from national brands, slow industry sales growth, and the pressure to comply with government regulations are making it difficult for Janmar to sell their premium priced paint without impacting their profit margins. AlternativesThe below alternatives are based on the proposals from Janmar’s executive leadership, their salesfigures for the DFW and non-DFW regions, and their market segmentations.1.Increase advertisements targeting DIYers in non-DFW market2.Reduce the price of their product3.Hire another salesman to target professional painters and retailersEvaluating the AlternativesMarket SegmentationArchitectural Paint Industry Sales Volume by Segment (dollar volume)DIYProfessionalDFW (60%)$33.6m$14.4mNon-DFW (40%)$28.8m$3.2m*Based on 2004 architectural paint sales volume, exhibit 2 p.109SWOT AnalysisStrengths
Janmar Coatings, Inc.3Highly regarded sales force and customer serviceProfitable despite slow growthJudiciously guarded margins and costsWeaknessesUncompetitive product pricingHigh cost of goods soldOpportunitiesExpand product and brand awareness in non-DFW region
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