Pharmacies have been a traditional distribution channel for Kodak Australasia's consumer imaging products and services. The purpose of this research was to evaluate the performance of the distribution channel of Kodak Australasia's consumer imaging products sold through pharmacies in their northern region. In line with the trend in the literature a case study approach was adopted. In-depth interviews were conducted with key stakeholders in the distribution channel and limited secondary data on both Kodak Australasia and the industry was collected and analysed. The evaluation methodology was based on what had been empirically determined to be best practice according to the literature. Given Kodak Australasia's strong industry position, and corporate pharmacy channel management team, it was expected that the northern region would have a sound basis from which to achieve effective channel management. Instead, it was found that the region was experiencing some problems in the implementation of the corporate marketing strategy and a significant level of dissatisfaction among channel members was evident. The main areas of concern were associated with the region's:
- unclear and inadequate service standards;
- poor information exchange among channel members;
- poor use of its leadership position to motivate and maximise the performance of other channel members; and
- lack of regular comprehensive evaluation of the channel system's performance.
Nine recommendations have been made. These can be summarised by stating that the region should establish a strategic regional channel management plan that has clear goals and objectives against which performance can be evaluated. Furthermore, the strategy should adopt a strategic market management approach.