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Jones Blair Case Analysis Essay

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Jones Blair Case Analysis
Executive Summary: Jones-Blair needs to increase their sales while keeping their margins consistent with limited resources on advertising and sales promotion.
With the four different alternatives present, the chosen alternative is to hire another sales representative rather than cut prices by 20%, increase advertising to $350,000, or keeping everything the same. WIth the additional sales force, JB should set forth their focus on the non-DFW household market.

Problem Definition:
Currently in the high-end of the trade market, Jones-Blair specializes in higher quality paint products that target the do-it-yourself consumers as well as the professional painters that want high quality products with great …show more content…

If Jones-Blair cut prices by 20%, they would need to maintain the profit of $1.14M to keep the status quo. The contribution margin right now is 35%, if the prices were cut by 20%, the contribution margin decreases to 15%. 35% is converted into .35 and 20% is converted into .20. The required sales in order to maintain the status quo if prices were reduced by 20% is 28M. This is found by finding the gross margin which is current sales multiplied by the contribution margin, 12M * .35 = 4.2M. We would then need to maintain the same gross margin to find out the required sales, (12M + x) * .15 = 4.2M. Computation equates x to be $16M. The $16M that is required to maintain the same gross margin, added to the $12M of the current sales equals $28M. In order to maintain the current profit, Jones-Blair would have to increase sales by $16M, more than double the current amount. If chosen, this alternative would be a very poor choice. Hiring an additional sales rep would cost Jones-Blair $60,000 per year. $60,000 divided by the contribution margin of 35% is, $171,428. In order to maintain the same profits, Jones-Blair must increase their sales by $171,428. This is significantly less than the 1M in sales increase and 16M sales increase presented in alternative 1 and 2. The added sales force should set force their focus on the non-DFW household DIY. The positive spike in sales indicates a high potential for

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