Jake Stainbrook
MKTG 4781
Dr. Rochford
10/15/14

Janmar Case Brief

Problem Identification:

After my analysis with the Janmar Coatings Inc. the problem identified in this instance is the number of sales dollars earned as compared to the number of retailers is not at a satisfied proportion. As shown in (Appendix A) there are 200 retailers that Janmar will distribute too. Of those 200 retailers, 80 of them are located within the Dallas-Fort Worth location, and the remaining 120 retailers are in the surrounding areas outside of the Dallas-Fort Worth segment. Janmar earns a total income of around $12 million dollars a year. As mentioned 50% of this income account for each segment respectively. The 80 retailers in the DFW area earn just as much as the 120 would in the surrounding Non-DFW regions. This should be a concern for Janmar, as they should look to indulge more time into the surrounding areas of DFW, and build up their products overall awareness and status within the market. Not only that, but Janmar’s promotions within these two-segmented areas, could be a big reason why they are more successful in the DFW location. Increase the overall promotional aspect within Janmar.

Alternative Identification:

* Pull Strategy – Maintain and improve on their promotional pull strategy with retail outlets, by monitoring inventory, order taking, and assisting in in-store displays. * Push Strategy – Increase more awareness with the push strategy, as they call on retailers, not directly on consumers (DIYer’s). * Incorporate both a Push and Pull Strategy

Evaluative Criteria:

* Market Share – Increasing Janmar’s product standing and overall sales. Being conscious of current market share is extremely important for Janmar’s success. * Sales – Knowing what future and current sales are, will help Janmar predict where they are heading and where they should be in