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Case Study 2 in DM 1..

The document summarizes a study conducted for Hyde-Phillip Chemical Company to evaluate their sales channels. The company uses three channels: a sales force, industrial distributors, and manufacturer's agents. Michael Claxton was assigned to analyze which channels were most effective. Based on his analysis, industrial distributors were the most successful channel with a 55.6% effectiveness rate. Claxton recommended the company invest more in developing the manufacturer's agents channel and expanding the sales force and industrial distributors channels.

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Angelica Cruz
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273 views

Case Study 2 in DM 1..

The document summarizes a study conducted for Hyde-Phillip Chemical Company to evaluate their sales channels. The company uses three channels: a sales force, industrial distributors, and manufacturer's agents. Michael Claxton was assigned to analyze which channels were most effective. Based on his analysis, industrial distributors were the most successful channel with a 55.6% effectiveness rate. Claxton recommended the company invest more in developing the manufacturer's agents channel and expanding the sales force and industrial distributors channels.

Uploaded by

Angelica Cruz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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I.

Title of the Study: Hyde-Phillip Chemical Company

II. Date and Time: September 18,2021 / 10:15 – 12:15

III. Summary of the Study:

A marketing graduate of a well-known college was assigned to evaluate Hyde-Phillip

Chemical Company about the methods of selling their products. Their Challenge to Michael

Claxton (who they assigned) is to review the data about the three types of channels which

Hyde-Phillip Chemical Company utilizes. This three mix salespeople are the company sales

force, industrial distributors and manufacturer’s agents. Those three is need to present the

product in their current and potentials users to determine if they need to add more

information or make recommendations on what changes, if any, should be made in the firm’s

approach to sales representation.

The Hyde-Phillip was created in 1960s and collaborated with Hyde Industrial

Chemical and Phillip Laboratories. These two firms had a wide range of experiences in

producing and developing a certain types of chemicals that related to the supplies and variety

of Industrial users. When the two firms combined to each other, they both overlapped

product lines that results to a new organization that capable to complete a marketing line for

industrial use. After all, the new firm retained some of their industrial distributors and

manufacturing agents to develop its own sales force.

Furthermore, based on Claxton analysis and constructed cross-tabulation in exhibit

1&2 using raw numbers and then calculated the conditional probabilities for each row and

column, the highest is 55.6% for industrial distributor and the second is the sales force which

had 33.3% and 11.1% for the manufacturer’s agents.


Those are the percentages that Claxton evaluated in this task that they assigned to him, but

he also add a reaction that the firm should have or should consider about the part of its own

sales force and the manufacturers’ agents with more industrial distributors. Claxton was

concern about what variable should be taken into account because Claxton also

recommended that Hyde-Phillip should have more fully analysis and evaluation about their

current approach to their sales representation.

IV. Problem Encountered

1. What changes, if any, should Hyde-Phillip Chemical Company make in its approach to sales

representation?

V. Recommendations

1. To determine weather they need to make any changes to their company, they should

first identify the problem with their channels, then evaluate and analyze their successful

channels which are the industrial distributor and sales force and seek to expand those

successful channels to larger territories. After all, in order to develop and improve, they need

to look into the manufacturing agents poor performances.

VI. Conclusion
The market is always changing. As a result, in order to gain an advantage, firms need be conscious 
of how they handle their marketing channels. In the case of Hyde-Phillip Chemical Company, they 
have three mix salespeople who need to provide sales representation, but according to Claxton (who 
they assigned), the company invests less in developing their manufacturer agents, resulting in poor p
erformance that affects their distribution, while the industrial distributor receives the highest rankin
g from the three salespeople. To continue to evolve, the company must assess and analyze their sale
speople to see what, if any, changes can be made.

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