Jones Blair Company
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How would you characterize or describe both qualitatively and quantitatively the architectural coatings industry and Jones Blairs market area?
The paint industry is considered to be a maturing industry in the product life cycle. The market is divided into three segments: architectural coatings, original equipment manufacturing coatings and special purpose coatings. Jones Blair distributed its paint products widely over the different states in the U.S market. Competitions arise 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. The companys competitors are spending more on advertising and in a less expensive way. And many contractors want the pain for the lowest price therefore may turn to the department stores where they offer a lower price. The companys greatest competitor is believed to be Wal-Mart, because it is a department store known for its low price offers and it is also the department store of a big market share of about 23% of the industry.
The estimated dollar volume of architectural pain and allied products sold in Jones Blairs 50 countries service area from 2000-2004 was $80 millions. Do-it-yourselfers market account for 78% of dollars sales and professionals market account for 22%. DFW was estimated to account for 60% of market. Although non-DFW market has been growing, DFW market has slightly decreased. Do-it-yourself household buyers account for 70% in DFW and 90% in other areas.
Following the lead of Exhibit 4.2 draw a simple market structure diagram to illustrate the segments of Jones Blair market
Urban (DFW) Professional
Urban (DFW) DIY
Rural (non-DFW) Professional
Rural (non-DFW) DIY