Janmar
Janmar Coating INC is currently facing a problem of where and how to enact corporate marketing efforts among various paint coatings market. Several top executives cannot come to an agreement on if they should expand to non-Dallas Fort Worth (DFW) areas or construct additives to the current budget for advertising, hiring a salaried employee, or cutting prices so that the customers and retailers who are price sensitive will not be discouraged to use the product.
According to the case study the U.S. paint coating industry has three segments. The smallest of the three with only 22% of the market is the special coatings segment. This group is particularly used on items that may have extreme temperature fluctuation or environmental factors. The middle segment with 35% market share is the Original Equipment manufacturing (OEM). OEM is used on objects such as cars, trucks, building products and more. The largest segment with 43% market share is the architectural coatings used on homes, buildings, industrial structures and more. Industry sales for paint coatings in 2004 were around 16 million with expected sales to increase in the next year.
Analyzing the data reflects that the segment of Architectural Paint coatings and sundries have a strong position in the industry. This 12 billion plus group is expected to grow more with the extreme demand of maintenance and repairs on new and old homes increase. Although its competition such as aluminum and vinyl siding appears to have a grip on the market but APC is still holding steady. In addition, the do it yourself painters are increasing in popularity making the trend successful and providing stability in the market. Knowing the competition is not hurting but this segments growing concerns are the mandatory regulations regarding a reduction Page 2 in emissions caused by the production of paint. This has stigmatized the industry causing sales to decrease which resulted in many business closing or
According to the case study the U.S. paint coating industry has three segments. The smallest of the three with only 22% of the market is the special coatings segment. This group is particularly used on items that may have extreme temperature fluctuation or environmental factors. The middle segment with 35% market share is the Original Equipment manufacturing (OEM). OEM is used on objects such as cars, trucks, building products and more. The largest segment with 43% market share is the architectural coatings used on homes, buildings, industrial structures and more. Industry sales for paint coatings in 2004 were around 16 million with expected sales to increase in the next year.
Analyzing the data reflects that the segment of Architectural Paint coatings and sundries have a strong position in the industry. This 12 billion plus group is expected to grow more with the extreme demand of maintenance and repairs on new and old homes increase. Although its competition such as aluminum and vinyl siding appears to have a grip on the market but APC is still holding steady. In addition, the do it yourself painters are increasing in popularity making the trend successful and providing stability in the market. Knowing the competition is not hurting but this segments growing concerns are the mandatory regulations regarding a reduction Page 2 in emissions caused by the production of paint. This has stigmatized the industry causing sales to decrease which resulted in many business closing or