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jones blair
Essay specific features
Written by:
Anonymous
Date added:
August 1, 2016
Level:
University
Grade:
A
No of pages / words:
2 / 433
Was viewed:
1412 times
Rating of current essay:
Essay content:
The strategies to be considered in this case can be based on: consumer segmentation, targeting and managing marketing mix.
Key Issues
Recent research indicated that do-it-yourself painters do not care much about the brand and, consequently, about the quality of the paint (brand reputation was the 4th key criteria mentioned by the buyers to choose a covering) and it has become a commodity for this kind of consumers...
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It is necessary for the company to invest in R&D and it is also likely that the company will not see its costs of production decrease due to the activities of R&D.
Alternative Courses of Action
The market for do-it-yourself consumers is forecasted to reach US$ 5.74 billion by the year 2003 (see appendix 2) and it seems to be the best segment for Jones Blair to focus its resources on, since it represents 90 percent of non-contractor-related volume outside DFW area and 70 percent in DFW...
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