Channel Management – (Case Study)
Channel Management Assessment – ***Chosen Case Study Company: Baylis & Harding***
***Chosen Case Study Company: Baylis & Harding***
***Chosen Case Study Company: Baylis & Harding***

Instructions:
This assessment will take the form of a case study. You are required to research in-depth a company of your choice within the beauty and personal care market. From your research, choose one product that the company manufactures and identify and critically evaluate its marketing channels, identifying any source of potential conflict. You are then required to identify a new marketing channel for the product to further grow sales.
The business must be an enterprise with a variety of different distribution channels. You will need to choose a single product they manufacture e.g. Pantene Smooth and Sleek shampoo. You must gain approval for your chosen enterprise/product from your tutor. Students should avoid working on the same company.
Please gain approval for your chosen product by 4th November.

Part A – 60%
Through the use of secondary research (primary research is not required for this assessment), describe your chosen business – size, markets served, product range etc.
In detail identify and evaluate all the market channels used by your chosen business to distribute the product. You may want to use diagrams to illustrate this. Ensure channel Management theory is used to support your evaluation.
Identify the causes of potential conflict between the different intermediaries. State how these conflicts could be resolved?

Part B – 40%
The business is looking to grow sales of the product through increased distribution. Identify and justify a new distribution channel for the product. Are there any changes that will need to be made to the product for its new market? A key task will be to persuade the new channel intermediary to stock the product. Develop and describe a commercial selling in plan for the intermediary to persuade them to take the product.

Other Requirements
? Assignments should contain no spelling or grammatical errors and be presented in a report format. The report should include a contents page, clearly labelled sections, and reference page. ? Please ensure Harvard referencing is used. All references (books, journal articles etc.) which feature in the reference list, should be included in the body of the report

? Ensure each page of the assessment is labelled with the title of your assessment, your name and ID ? Maximum word limit is 3,000 words +/- 10% ? This is an individual assignment – University policy will apply where cases of copying and plagiarism are suspected.