Marylyn Bottles Ann Unguent January Coatings, Inc. 5. Which segment or segments should January Coatings pursue? January Coatings should invest in the dolt yourself segment of the market. The company already held a high percentage in the home construction market. By aggressively pricing their products, January needs to pursue a different market. The p mint market in the UDF metropolitan area is a prosperous segment for their products. Jan mar Coatings should pursue the Non UDF household market due to the potential growth that exists there already.
Due to low population number in the non UDF areas, there is not much distribution going to those counties. 6. What strategy should January Coatings adopt to reach the segment sought? Hire a new sales representative to focus on reaching accounts outside DEW. This strata egg could increase sales In places that are already declining. The direct cost to have a representative in the field is $60,000 per year, which gives January Coatings the room to work with and generate the sales needed.