Janmar Coatings is a regional paint manufacturer based in southern U. S. It is seeing increasing threat from national paint brands and is contemplating what it needs to do. Janmar Coatings is considering three specific alternatives (plus status quo).

Risk, competition, technological advancement are inherent to the business so it is required to adapt and change policies with respect to that challenges.

First for janmar coating should increase its advertising though media buying and utilize his maximum resources to increase profit and minimizing costs. Create the brand awareness

Secondly, increase budget of Research and development and quality of paint without any compromise.

Thirdly, Target the market, niche strategy should be used, define the segment where to capture the market without decreasing cost.