MEMO
Greetings Mr. Burns.
I’m Susan Wright from the C&T Consulting Group. After doing an extensive evaluation on
the current situation with JanMar Coatings, as your consultant I have provided a well
thought out recommendation for the company. Please note that my recommendation
includes an appendix to clarify all the information. Your VP’s have all provided decent
recommendations; however, we must choose the solution that will afford the company the
most benefit.
Overview of the Situation: Mr. Burns after reviewing the information (case) received
from Management, JanMar main dilemma is deciding where and how to direct corporate
marketing efforts for architectural paint coatings in the Southwestern region of The United
States. (Pg. 111)
Overview of Industry/Company/Segements: Mr. Burns as you know The architectural
paint coatings industry is a $12 billion industry, because this is a mature market there is
very little growth of about 1 to 2 percent per year. We are both aware that 50% of
Architectural coatings sales dollars are claimed to be Do-It Yourself Painters, 25% are
claimed to be Professional Painters,and the other 25% are Government/Contractors.
Keep in mind that this is information is important to us making a decision on which VP has
the most reasonable solution. (Pg.106/107)
Over the past years JanMar has been servicing over 50 counties in Texas Oklahoma, New
Mexico, and Louisiana from Dallas, Texas Headquarters. The companies two segments are
the Non DFW area and DFW; however, the majority of sales are coming from the 11
County DFW metro areas. 40% of the sales are made within 11 counties areas. 70% of
