JONES BLAIR CASE

JONES BLAIR CASE - TARGET MARKET MARKET COMPETITIVE...

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TARGET MARKET MARKET COMPETITIVE ANALYSIS - The Architectural Coating market consists of general-purpose paints, varnishes, and lacquers use in residential, commercial, and institutional structures. Major Market segmentation within Architectural Coating Market: Contractors - This category consists of professional contractors and trades people, like home builders, architects and interior designers. - Consumers often seek for these services when they need exterior painting and large projects to be done. Do-it-yourself (DIY) - Consumers who usually purchase paint and supplies and undertake the work themselves.
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- Consumers are usually price sensitive that is why they would rather undertake the job instead of hiring a professional to do it. Do-it-for-me (DIFM) - Consist of consumers who purchase paint and supplies and hire a third party to undertake the work. Major Competitors: Major producers of paint: o Sherwin Williams o Benjamin Moore o Glidden unit of Imperial Chemicals o PPG Industries o Valspar Corporation o Grow Group o Major Home Improvement stores: o Home Depot o Lowe’s o Ace Hardware o Orchard Supply Hardware (OSH) Major mass merchandiser competition: o Sears o Wal-Mart o Sam’s Club o Costco DEFINE MARKET - The market is considered mature in the product life cycle, with long term sales growth base on level of house redecorating, maintenance, repair, and sales of homes. - The demand for this market is affected by the factors: Competition against alternative materials such as aluminum and vinyl siding, interior wall coverings, and wood paneling. High quality paint that reduce the frequency of consumers to repaint. Disposable income of consumers - The rapid growth of population is also a factor that influences the demand for this market, because the higher the population, the higher demand for building houses. SWOT ANALYSIS
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Strengths: -High Quality Paint - Variety of colors - Holds 34% of Professional rural and urban market share - Jones Blair business processes are ISO certified Weakness: - Distribution channel - Weak Sales representative - Brand awareness - Website - Price Opportunities: - Interactive website that will help consumers
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This note was uploaded on 12/12/2010 for the course MKTG 425 taught by Professor Shields during the Spring '10 term at CSU Long Beach.

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JONES BLAIR CASE - TARGET MARKET MARKET COMPETITIVE...

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