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Case study Dunn Edwards Paint Company Do Nothing Alternative - Segmentation Analysis (sales in millions) 2003 DIY PROS TOTAL CONT Segment Allocation Houston DE Sales
Case study Dunn Edwards Paint Company
Do Nothing Alternative - Segmentation Analysis (sales in millions) | ||||||||||
2003 | DIY | PROS | TOTAL | CONT | Segment Allocation | |||||
Houston | DE Sales | $6.00 | $3.00 | Dunn Edwards | DIY | PROS | Total | |||
DE MS | 12.50% | Houston | 70% | 50% | ||||||
Total Sales | $48.00 | Non-Houston | 70% | 50% | ||||||
Total MS | 60.00% | All Manufacturers | DIY | PROS | ||||||
Non- Houston | DE Sales | $6.00 | $3.00 | Houston | 70% | 60% | ||||
DE MS | 18.75% | Non-Houston | 90% | 40% | ||||||
Total Sales | $32.00 | |||||||||
Total MS | 40.00% | |||||||||
Total | DE Sales | $12.00 | $6.00 | |||||||
DE MS | 15.00% | |||||||||
Total Sales | $80.00 | |||||||||
Total MS | 100% | |||||||||
2004 | DIY | PROS | TOTAL | |||||||
Houston | DE Sales | $0.00 | ||||||||
DE MS | ||||||||||
Total Sales | ||||||||||
Total MS | 60.00% | |||||||||
Non- Houston | DE Sales | $0.00 | ||||||||
DE MS | ||||||||||
Total Sales | ||||||||||
Total MS | 40.00% | |||||||||
Total | DE Sales | $0.00 | ||||||||
DE MS | ||||||||||
Total Sales | ||||||||||
Total MS | 100% | |||||||||
Increase in Contribution: | ||||||||||
MS: Market share | ||||||||||
DE: Dunn Edwards | ||||||||||
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