Introduction
The U.S. paint industry is very large and competition among the coating company is quite intense. Jones Blair Company markets its paint and sundry items in over 50 countries and in order to know which the customers of Jones Blair Company are, we have to break down and build up the potential buyers into groups to structure the market.
Market Segmentation
The market of Jones Blair can be divided to two groups: Dallas-Fort Worth area and Non Dallas-Fort Worth. Among these two areas, we have got the contractor, professional painter and DIY household but the number of contractor is so minimal so we do not focus on this. From the case, we can get the estimated dollar volume of architectural paint and allied products sold in Jones Blair’s 50 countries service area in 1995 was $80 millions; 40% of its outlets are located in the 11-country DFW area and the remaining are in the other 39 countries. So, the estimated dollar volume for the DFW area is $48 millions and for the non-DFW area is $32 millions. Besides, 70% of its sales through the DFW dealers went to the professional painter, while 70% of sales through the non-DFW outlets went to DIY. It means the percentage of the market segment is as following:
DFW ($48 millions) Non-DFW ($32 millions)
Professional Painters 70% ($33.6 millions) 30% ($9.6 millions)
DIY households 30% ($14.4 millions1) 70% ($22.4 millions)
Market pursued
Professional In Downtown
Professional painters in downtown area usually put the focus on the quality of the product rather than the price when choosing suitable painting products. Those professionals choosing the painting products with better quality are because of the outcome of painting may affect their reputation directly. In order to create a better reputation and maintain the high standard quality of apartments furbishing, high-end painting products using is a must, therefore, they have to adopt the inevitable burden over their shoulders by increasing their expenditures. This segment reveals that price is not the first element the customers to consider, but the quality.
Family In Downtown
Customers in this segment make difficulties to the producers since the families are not quality-oriented customers as the professional painters alike.
The competitive analysis sought to establish Kendra Scott’s competitive rivalry, buyer power, supplier power, threat of new entrants, and threat of substitutes. Kendra Scott has various major competitors, but it has preserved its leadership in the jewelry industry by maintaining a brand that is associated with superior and consistent customer experience, authenticity, superior core values, and flexibility in responding to changing tastes. The consumers have weak bargaining power largely due to the emotional attachment they have for particular jewelry brands. Besides, they do not rely on market forces and pricing levels to make purchasing decisions. The jewelry company and its main competitors depend on a few suppliers for their raw materials
...ons. Not only does the professional painters and homeowners buy the paint they are customers who return to purchase more items because they are consistent buyers of the product. With consumers having unique needs, and different attitudes, and opinions it is critical that the development of relationships with the consumer is with confidence. Sherwin Williams as a company focuses on the needs and wants of their customers to serve most efficiently and turn a profit in the quickest but the most productive way possible. Target marketing is a marketing tool used to be more efficient and allocate resources better and most if not all use this tool because the competition is fierce and you have to use any tool at hand to get and upper hand to stay in business.
The one of main factors is that costumers are swayed by product itself. Where are we buying it? What is the trademark of the product? How much is it? What is the product’s appearance? How about product’s use? And, does the product have a good quality? All of these questions will appear in our mind when we are making decisions. Thus, every consumer will accord to analysis by synthesis product itself, and focus on the product that he or she most favorite. The ways of vendition and the environment of vendition impact the buying behaviors of the customers. The seller makes an attempt to choose the right way and sell the products in the right environment. Consumers will select a safe channel, and according to legal order trade with the marketer. So, having a good channel and place is very important. Usually, a well-known trademark can attract customers to buy the product, because of its influence, history, or another factors. In
It is very hard for the customers to join forces and fight for their interests. (2.1)
There are over 30 Sr. VPs and VPs holding various positions at the San Francisco
Seeba & Associates, Inc. is a certified public accounting firm that is located in San Jose, California. Their areas of expertise include audits, reviews and compilations, bookkeeping/write-up, tax planning, tax preparation, consulting services, estate planning, and more. Their qualified staff can help their clients with the day-to-day tasks associated with bookkeeping. Seeba & Associates, Inc. is dedicated to excellence.
Following the description of the customer categories is a discussion of the behavior of plumbers, which is essential to understand the true nature of the market. Although they are not the end consumer, their role will be significant for Aqualisa when creating an effective marketing strategy.
This paper takes a look into the organization of W.L. Gore & Associates by examining their unique corporate culture, their associates and teamwork, and their compensation program; as well as determining whether or not I would like to work at W. L. Gore & Associates (Module 5 Lecture Pages, n.d.). I will answer four questions that pertain to the areas above, as I discuss the interesting and unique organization of W.L. Gore & Associates.
Asian Paint bypassed the bulk buyer segment and went to individual consumers of paints. AP went slow on urban areas and concentrated on semi-urban and rural areas. AP went retail. AP went in for an open-door dealer policy. AP voted for nationwide marketing / distribution AP BYPASS THE BULK BUYER SEGMENT AND GOES TO INDIVIDUAL CONSUMERS Bulk buyer segment was the major segment of the paint business in the earlier days and any paint company needed a share of this major segment for sheer survival. Though, this segment was dominated totally by foreign companies and their wholesale distributors, a new entrant to the business like AP would normally have rushed to this segment and tried to garner a share of it. AP, however, had a totally different game plan. Seeing that this segment was not a growth segment, though it was certainly the major segment at that point of time, AP decided to ignore this segment for the present and go to individual consumers. And that was a crucial decision. It influenced every subsequent decision AP took in the realm of distribution. Over time, AP proved to the paint industry that there existed a large and bottomless segment in the paint business of India, outside the bulk buyer segment, comprising of individual consumers. AP went slow on urban areas and concentrated on semi-urban and rural areas. Along with the decision to go to individual consumer segment leaving aside the bulk buyer segment, AP also decided that within the individual consumer segment, semi-urban and rural areas would constitute AP’s priority market.APclearly saw that a large market for paints was emerging in the semi-urban and rural areas, and felt it wise to tap this market. AP found it difficult to attract the wholesalers in the cities to deal in its products. It had to necessarily turn to the semi-urban and rural areas for support. AP wisely decided against committing all its resources on a head on collision by launching its own Sales Force who will to the ground level . AP GOES RETAIL Going directly to retail dealers was the next major strategic decision of AP in the realm of marketing and distribution.
WOODSIDE PETROLEUM is the most wanted and Australian petroleum exploration and production company. Woodside has the largest operator of oil and gas production in Australia and also Australia’s largest independent dedicated oil and gas company.] It is a public company listed on the Australian Securities Exchange and has its headquarters in Perth, Western Australia Woodside Petroleum Limited (WPL) is an independent oil and gas company with a portfolio of liquefied natural gas trains, offshore platforms, oil floating production storage and off-loading vessels. WPL produces and sells LNG, pipeline gas, oil condensate and LPG, with ITS landmark Australian project being the North West Shelf. WPL also holds interests in operating assets located in Australia and overseas.
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
PricewaterhouseCoopers (PwC)is the world’s largest accounting firm and ranks as one of the giants in the global professional services arena. PwC employs over 146,000 people with 766 offices in 150 countries. The Firm is led by Samuel A. DiPiazza, CEO, and is headquartered in New York City on Madison Avenue. Its clients include 84 percent of the Fortune Global 500 companies. Price Waterhouse and Coopers & Lybrand merged in 1998, which made the combined firm the top player in public accounting. In the 2007 fiscal year, PwC had gross revenue of over $25 billion. Structured as a limited liability partnership (LLP), the private company would rank in the low 300s on the Fortune 500 companies.
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
It has been observed since the inception of Marketing that marketers target to only specific market and how they identify such market. There are certain criteria or base they use to identify the consumers who they would be serving to. Customers do have unique requirements satisfaction levels and aspirations. Some customers however are similar with respect to their requirements of goods and services. In such case if their needs are identified and they can be grouped in quantities of a specific size then it can be segmented. Now each customer group have specific expectations and businesses must cater to the needs of the segmented that has been targeted.
As Peter Duckers has put it, "The ultimate aim of all business organisation is - to create a customer". These days, for most products and services, the market belongs to the buyer. The customers e...