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