Janmar

In: Business and Management

Submitted By jdiaz2712
Words 754
Pages 4
Amber Lockhart
Dr. Rodriguez
Marketing Management
January 24, 2014
Case: Janmar Coatings, Inc.
Nature of the Industry, Market, and Buyer Behavior
The nature of this industry is broken down into three general segments. The first segment is architectural coatings, the second segment is original equipment manufacturing (OEM), and the final segment is special purpose coatings. Architectural coatings are what you would call the general purpose paints, varnishes, and polishes. They are mainly used on housing, commercial, and institutional structures. Original equipment manufacturing is when it is formulated for industrial use and is used on original equipment by manufacturing. You will find OEM being used on automobiles, appliances, furniture, and more. Special Purpose coatings are used for special procedures or ecological conditions. You will find coatings of this nature used on bridges, ships, railroads and more. There are many competitors in this industry. Competitors for architectural coatings would be Sherwin-Williams, Benjamin Moore, the Glidden unit of Imperial chemicals, PPG Industries, and there are many more. Lowe’s and Home Depot would be the competitor for selling Special purpose coatings. These competitors have strengths and weaknesses. A few weaknesses were that come of the companies were unable to make money and study and expansion commitments had to sell their paint businesses. One major strength would be that larger firms that can buy the smaller businesses can have more of an impact because now they have more of a geographically presence. In this industry most buyers buy from the wholesaler or the retailer such as Sears, Wal-Mart, Sam’s Club, Lowe’s, and Home Depot. The market can be segmented into two parts, DFW (Dallas-Fort Worth) and non-DFW. Under these two parts you have do it yourself buyers and professional painters. To be successful in this…...

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