...Marketing Management: Case Analysis: Janmar Coatings, Inc. Presented by, Uma M. Venkatesan Tuesday 17th 2015 Case Summary This case is about an organization doing business on paint coatings market served by company in the southwestern United States. The organization has some challenges on how to deploy marketing efforts among the various architectural paint coatings markets served in the southwestern United States. Janmar Coating, Inc. is a privately held organization that produces and markets architectural paint under Janmar brand name. In addition to producing a full line of architectural coatings, the company sells paint sundries (brushes, rollers, thinner, etc.) under the Janmar name, even though these item are not manufactured by the company. Problem/ Issues The current problem that is facing Janmar Coatings is how to cost effectively market the products and what area is the best place to market. Companies rely on the leadership to help make decisions regarding the market and after two senior executive meetings, there...
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...CASE NO. 2 Janmar Coatings, INC Define the Problem Janmar Coatings, Inc is a seller and manufacturer of architectural paint. While the company is small compared to nationally known brands, the service area reach is big with over 50 counties in Oklahoma, Texas, New Mexico and Louisiana. Janmar Coatings, Inc headquarters are in Dallas, Texas where even with mass merchandisers holding 50% of the market, are still able to maintain a competitive advantage. Janmar Coatings, Inc is also a seller of OEM, original equipment manufacturing coatings. The problem Janmar Coatings, Inc is facing today is determining where and how to focus marketing efforts in the architectural coatings markets. Currently Janmar Coatings, Inc is the highest price product in the architectural coatings market and could be looking to expand their efforts in order to keep their contribution margin high and better position themselves to consumers. Especially with the do-it-yourself market only buying paint in certain seasons, price sensitivity could be a major factor in their decision making it hard for Janmar to steadily compete. Alternatives During a meeting with the VP’s of Janmar Coatings, Inc each participant had a different opinion on how this particular strategy should be met. Alternatives ranged from maintaining the status quo to drastically cutting prices. First Alternative From the Advertising VP an increase in the advertising budget of $350,000 could bring a higher awareness to consumers...
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...JANMAR COATINGS, INC. In-Depth Case Analysis Prepared by Mallory Eichhorn In partial fulfillment of the requirements of Marketing Management and Policies Submitted October 7, 2014 CASE SYNOPSIS In early January 2005, Ronald Burns faced two key issues pertaining to Janmar Coatings’ marketing strategy. Burns was the president of Janmar Coatings, Inc., a corporation that produces and markets architectural paint. Janmar also sells paint sundries (brushes, rollers, thinners, etc.) and has a division in original equipment manufacturing (OEM) coatings. The issues were mentioned briefly in the first paragraph of the case and again in the last section regarding the planning meeting. Burns needed to: * Decide where to deploy corporate marketing efforts * Decide how to deploy corporate marketing efforts At the time of the case, Janmar sold most of its paint and sundry items in the southwestern United States. It sold these items in over 50 counties in Texas, Oklahoma, New Mexico, and Louisiana. The major business and financial center in this area was dubbed the Dallas-Fort Worth (DFW) metropolitan area, and it consisted of 11 counties. In 2004, architectural paint and allied products provided for $80 million in sales in the 50-county service area that Janmar occupied. Janmar distributed its products through 200 independent paint stores, lumberyards, and hardware outlets and employed eight sales representatives. The company spent approximately 3 percent...
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...| Janmar Coatings, Inc. | | | | 6/12/2014 | | 1. Problem Identification describes the current problem or opportunity facing the organization. The current problem that is facing Janmar Coatings is how to cost effectively market the products and what area is the best place to market. Companies rely on the leadership to help make decisions regarding the market and after two senior executive meetings, there is no resolution. 2. Industry, Market, and Buyer Analysis provides an external analysis of the organization. Consider industry structure and performance; competitors’ strengths and weaknesses, and buyer behavior. Also consider whether the market can be segmented, and if so, whether the segments can be quantified. (15 points) The US paint industry is an established industry. In 2004 it was just over a sixteen billion dollar industry. It is expected to grow steadily in line with the rate of inflation. The US paint coatings industry is divided into three parts or segments: architectural paint coatings, original equipment manufacturing coatings, and special purpose coatings. Forty-three percent of the market is held by architectural paint coatings. Architectural paint coatings are defined as general purpose paints, varnishes, and lacquers. It is used in the residential market, the commercial market and institutional structures. It is sold by wholesalers and retailers. Contractors, professional painters, and do-it yourself painters are...
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...in your MBA program and this review should be an opportunity to refresh these concepts. You will be solving several problems related to chapter 2 during in-class work. 2. Read, analyze, and solve the first case entitled: Janmar Coatings, Inc. Please follow the structure for the resolution of cases that you have applied in previous courses (Define the central problem, industry analysis, situation analysis, decision factors, proposed alternatives, final decision, and implementation criteria). You may want to follow the suggestions on chapter 3 in your textbook. 3. You are expected to hand to me a written report on this case. This report should not be more than 6 pages (typed, double space, 12 font). I will collect these reports at the beginning of the class for evaluation and grading. 4. Several of you may have purchase the book in advance. If not, please do so since all the readings and cases including the Janmar Coatings, Inc. case are in your textbook. I request that you bring your textbook to class. The complete reference is: Strategic Marketing Problems: Cases and Comments, Kerin Roger A and Peterson, Robert A. 13th. Edition 2013, Pearson Prentice Hall, New Jersey, ISBN: 978-0-13-274725-7. Since there will be several case discussion, analysis, problem solving exercises in the classroom in...
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...Jake Stainbrook MKTG 4781 Dr. Rochford 10/15/14 Janmar Case Brief Problem Identification: After my analysis with the Janmar Coatings Inc. the problem identified in this instance is the number of sales dollars earned as compared to the number of retailers is not at a satisfied proportion. As shown in (Appendix A) there are 200 retailers that Janmar will distribute too. Of those 200 retailers, 80 of them are located within the Dallas-Fort Worth location, and the remaining 120 retailers are in the surrounding areas outside of the Dallas-Fort Worth segment. Janmar earns a total income of around $12 million dollars a year. As mentioned 50% of this income account for each segment respectively. The 80 retailers in the DFW area earn just as much as the 120 would in the surrounding Non-DFW regions. This should be a concern for Janmar, as they should look to indulge more time into the surrounding areas of DFW, and build up their products overall awareness and status within the market. Not only that, but Janmar’s promotions within these two-segmented areas, could be a big reason why they are more successful in the DFW location. Increase the overall promotional aspect within Janmar. Alternative Identification: * Pull Strategy – Maintain and improve on their promotional pull strategy with retail outlets, by monitoring inventory, order taking, and assisting in in-store displays. * Push Strategy – Increase more awareness with the push strategy, as they call on retailers, not directly...
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