Scribd Logo
Upload

Welcome to Scribd!

  • Case 5, 11, 17

    Uploaded by

    Thomas Cipriano
    741 views2 pages
    Hyde-Philip Chemical Company should evaluate their current sales channels to identify opportunities for expansion. They should provide additional training to their existing sales force and industrial distributors. Star Chemical Company should develop a dedicated key account management structure for large consumers and implement sales force effectiveness measures. They also need a clear marketing, distribution, and advertising strategy. Ben & Jerry's strategic alliances with wholesalers and franchisers could be viable if the partners share their social values to decrease conflict. Their multichannel structure matches their social objectives but could lead to channel conflicts if members prioritize profits over goals.

    Original Description:

    Case Study

    Original Title

    CASE 5, 11 ,17

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Hyde-Philip Chemical Company should evaluate their current sales channels to identify opportunities for expansion. They should provide additional training to their existing sales force and industrial distributors. Star Chemical Company should develop a dedicated key account management structure for large consumers and implement sales force effectiveness measures. They also need a clear marketing, distribution, and advertising strategy. Ben & Jerry's strategic alliances with wholesalers and franchisers could be viable if the partners share their social values to decrease conflict. Their multichannel structure matches their social objectives but could lead to channel conflicts if members prioritize profits over goals.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    741 views2 pages

    Case 5, 11, 17

    Uploaded by

    Thomas Cipriano
    Hyde-Philip Chemical Company should evaluate their current sales channels to identify opportunities for expansion. They should provide additional training to their existing sales force and industrial distributors. Star Chemical Company should develop a dedicated key account management structure for large consumers and implement sales force effectiveness measures. They also need a clear marketing, distribution, and advertising strategy. Ben & Jerry's strategic alliances with wholesalers and franchisers could be viable if the partners share their social values to decrease conflict. Their multichannel structure matches their social objectives but could lead to channel conflicts if members prioritize profits over goals.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 2

    CASE 5: Hyde-Philip Chemical Company

    1. Objectives of the Study


    - To review Hyde-Philip’s current approach to sales representation and to provide information
    to determine if further additions or modifications are necessary.
    2. Discussion Questions – What changes, if any, should Hyde-Phillip Chemical Company make in its
    approach to sales representation?
    - First is to identify the problem then further evaluate their current successful channels and
    seek potential to expand them to larger interiors. They should also train and make use of
    their own industrial distributors and sales force. And they also should have an investigation
    on manufacturer’s poor performance.
    3. Recommendations
    - Same sa 2

    CASE 11: Star Chemical Company

    1. Objectives of the Study


    - To develop a concrete marketing and distribution plan for the firm’s newly developed line of
    chlorinated organic chemicals that aims to penetrate the consumer market.
    2. Discussion Questions – Star Chemical has called you in to consult on this problem. Management
    would like to receive a clear picture of its major distribution alternatives. It would also like you to
    propose a method for evaluating the major distribution alternatives on quantitative basis.
    - The firm can set up dedicated key account management structures and processes to serve
    large consumers while implementing sales force effectiveness measures. In an approach to
    evaluate the distribution on a quantitative, it must involve utilizing a good quality of
    chemicals in order to keep their swimming pool clean. It most importantly should have a
    clear marketing, distribution and advertising strategy.
    3. Recommendations
    - To have the firm invest in distributors given the advantage of them being equipped with the
    expertise and experience on consumer goods. And instead of hiring a new sales force, the
    firm should instead, train the current one that they have since it would be less expensive
    and less risky.

    CASE 17: Ben & Jerry’s

    1. Objectives of the Study


    - To evaluate Ben & Jerry’s complex channel structure and determine possible conflicts or
    issues that could arise.
    2. Discussion Questions
    2.1 Do you think Ben & Jerry’s strategic alliances with wholesalers, franchisers, and
    international licenses are viable in the long run, given that Ben & Jerry’s expects more
    from its partners than simply earning profits?
     Choosing partners, that, in the first place share the same goals and values as
    Ben Jerry’s would decrease the risk of encountering conflict among them. Also,
    with Ben & Jerry’s firm stand with their beliefs and ideals shown through many
    years of efforts and “walking the talk”, its partners would be motivated also to
    follow.
    2.2 Given the multichannel arrangements used to distribute Ben & Jerry’s products, do you
    see a potential for channel conflict developing despite Ben & Jerry’s noble intentions?
     Incompatibility in goals would arise as a conflict between its channel members.
    To some members, profit and sales would matter more.
    2.3 Do you think Ben & Jerry’s existing channel structure is an ideal one, given the kinds of
    social objectives the company is pursuing? Explain.
     It is an ideal one that matches with their social objectives. Although a whole
    structure/strategy that has social awareness as its foundation can be risky for a
    retail firm, but given Ben & Jerry’s reputation and capacity, they could easily
    counter most risks.

    You might also like