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Janmar Coatings

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Janmar Coatings
Marlayna Botello
Ann Nguyen
Janmar Coatings, Inc.
5. Which segment or segments should Janmar Coatings pursue?
Janmar Coatings should invest in the do­it yourselfer segment of the market. The company already held a high percentage in the home construction market. By aggressively pricing their products, Janmar needs to pursue a different market. The paint market in the DFW metropolitan area is a prosperous segment for their products. Janmar
Coatings should pursue the Non­DFW household market due to the potential growth that exists there already. Due to low population number in the non­DFW areas, there is not much distribution going to those counties.
6. What strategy should Janmar Coatings adopt to reach the segment sought?
Hire a new sales representative to focus on reaching accounts outside DFW. This strategy could increase sales in places that are already declining. The direct cost to have a representative in the field is $60,000 per year, which gives Janmar Coatings the room to work with and generate the sales needed.
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