For larger companies, like the Fortune 500 companies, JLK uses its Full Service Supply Programs. The company's direct-marketing efforts advertise for the company in four ways. Sales representatives are crucial to the help of advertising and marketing products for JLK, too. Each showroom will have a sales rep there to help build customer relationships. It provides many new opportunities, the convenience of local pickup, and personal service.
Every showroom has promotional events, too.
JLK acknowledges that its customers are convenience driven, and by doing this, they commit themselves to fulfilling orders at a fast pace. JLK is highly efficient and the customers are aware of this. JLK also has a commitment to technological innovation. JLK is a monopolistic competition company. JLK believes that the industry will become more concentrated in the next few years, and this means that their opportunities for total market leadership will increase.