Introduction – Pintura Corporation

• Pintura Corporation is an extremely large company that has over 600 products sold
through 20 brands. These products are mostly high-grade paint and coatings.
• This diverse product offering serves an equally diverse array of customers, which is
reflected in the organization of the business in 3 major parts: the Industrial Finishes
Group (IFG), the Consumer Products Group (CPG), and the Pintura International (PI).
Together, these segments generate an impressively large annual revenue of four billion
dollars.
• To continue generating such impressive revenues, the company must continue to offer
products that address consumer needs, mirror shifts in market growth, adhere to
environmental regulations, and do so in a profitable manner.
• Furthermore, the products that accomplish these ends must be cohesive within the
product line of offerings and must align with the overarching goals of the company and
segment. Lena, a powder-based coating in development, is a promising product that
stands out in its capacity to fulfill consumer needs, grow market share, and increase long-
term revenue.
Analysis & Recommendations

• The company objectives and IFG segment objectives align well with the Lena product.
Pintura Corporation, as a whole, has an explicit goal of producing more environmentally
friendly products. Powder-based coatings are significantly more environmentally friendly
than the current highest-selling type of coating, solvent-based coatings.
• Also, the powder-based coatings are more energy-efficient than the water-based coatings,
the other environmentally friendly option offered by Pintura. IFG has an explicit goal of
increasing revenue by 5% annually, and Lena contributes to this goal through its high
contribution margin of 42% and by increasing market share over time, gaining new
customers, and stealing share from competitors. (Exhibit 2 & 3). The increase in market
share also aligns with IFG’s implicit goal of maintaining a large percentage of the GIC in
the US.
• IFG makes 25% of Pintura Corporation’s sales, making them a significant but not majority
contributor to the company’s bottom line. However, IFG does a majority of the research
and development in the company, with products developed in IFG often moving in some
form to the other two segments.