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Case Analysis: Jones-Blair Company Jones-Blair Company sells paint and related products throughout select states in the southern United States. Alexander Barrett, president of JBC, is trying to identify the company’s best marketing strategy in an environment of declining paint demand. Not only is demand declining, but the company is also faced with increased competition from national companies, such as Kmart, Wal-Mart and Home Depot, who have the ability to mass merchandize their paint products. …

…be offset by the reduction in margin. The current market opportunities are the household painters in the DFW area and the professional painters in the non-DFW areas, with the threats being the national distributors/stores catering to those same markets. As a result, maintaining the status quo is not an option. Instead, a combination of increased advertising and pressure sales, while maintaining premium pricing, should be implemented to capture the additional buyers in these markets.