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Evidencia 2: Workshop “Distribution channels”

Evidencia 2: Workshop “Distribution channels”

Karen Viviana Ulloa Mejía

Ficha Técnica 1667886

Transversal de ingles

Servicio de Aprendizaje Nacional SENA

Tecnología en Negociación Internacional Formación Virtual

Medellín- Antioquia

2018
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Evidencia 2: Workshop “Distribution channels”

Distribution channels

1. Lea cuidadosamente la siguiente conversación:

Susan: Good morning Mr. White.

Mr. White: Good morning, Ms. Susan. Can we start the meeting?
Susan: Of course, Mr. White. I have the options on the board.

Mr. White: That’s good. Remember, we need to choose the most suitable
distribution strategy for our products.

Susan: We have three strategies: Intensive, exclusive and selective. Intensive

strategy pretends to reach the largest possible number of POS (Point of Sale), but
unfortunately it’s difficult to control. That’s because we would have to deal with
many intermediaries.

Mr. White: What about the exclusive strategy?

Susan: It’s different from the first one. Only it’s necessary one POS by each
geographic area, no matter if it’s retailer or wholesaler.

Mr. White: Sounds god to me. And the last one?

Susan: Well, it’s the selective strategy. It’s the intermediate strategy between the
other ones.

Mr. White: I don’t know. I like the first one, but I don’t know how profitable it is.
Hhhhmmm, well. What do you think?

Susan: Well, I consider that the selective strategy is the best.

Mr. White: You’re right. Well done.

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Evidencia 2: Workshop “Distribution channels”

Susan: Thanks, Mr. White.

2. Responda T si es verdadero o F si es falso.

a. The Company product is a cake.

T ( ) F (x)

b. The meeting objective is to choose the product’s price.

T ( ) F (x)

c. Susan proposes three distribution strategies.

T (x) F ( )

d. The selective strategy pretend to reach many POS.

T ( ) F (x)

e. The exclusive strategy is difficult to control.

T ( ) F (x)

f. Mr. White chooses the intensive strategy.

T ( ) F (x)

3. Lea el siguiente texto y responda las preguntas planteadas posteriormente:

Economic aspects – understanding of cannel emergence

Economic reasons are the foremost determinant of channel structure.

The emergence of the wide variety of intermediaries can be explained
in terms of four logically related steps in an economic process:

 Intermediaries can increase the efficiency of the process of exchange,

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Evidencia 2: Workshop “Distribution channels”

 They align the quantities and assortments produced with the

quantities and assortments consumed,
 They make transactions routine, and
 They facilitate the searching process.

Dependence and cooperation

Each member of a distribution channel is dependent upon the

behaviour of other channel members. Four different approaches have
been used to assess dependence levels in channel relationships:

 The ‘sales and profit’ approach, which postulates that the larger the
percentage of sales and profit contributed by the source firm, the
greater the target’s dependence on the source.

 The ‘role performance’ approach, which assesses the firm’s role

performance in carrying out its role in relation to another company
down or up the channel.

 The ‘specific assets –offsetting investment’ approach, which

maintains that offsetting investments help to safeguard the target
company against opportunism by the source.

 The ‘trust’ approach, in which a long-term relationship is built on

the extent to which companies trust one another.1
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Evidencia 2: Workshop “Distribution channels”

Preguntas:

1. The raise of such many intermediaries, are explained in ___ steps.

a. Three.
b. Two.
c. Five.
d. Four.

2. Intermediaries make:

a. Process of exchange.
b. Transactions routine.
c. New members.
d. Assortments.

3. A member of a distribution channel depends on:

a. Other channel members.

b. The retailers.
c. The wholesalers.
d. Intermediaries.

4. The ‘trust’ approach is based on:

a. The role of another company.

b. The percentage of sales.
c. How much companies trust each other.
d. Channel members.
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Evidencia 2: Workshop “Distribution channels”

5. The ‘role performance’ approach assesses:

a. The firm’s role performance.

b. The other channel members’ behavior.
c. Retailers.
d. Wholesalers.
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Evidencia 2: Workshop “Distribution channels”

4. Describa en inglés un producto de su preferencia, asígnele una marca y presente,

tanto las características como los costos de dicho producto, luego seleccione un
canal y tipo de estrategia de distribución según la clase de producto.

PRODUCT MARK

CHARACTERISTICS COST DISTRIBUTION KIND OF DISTRIBUTION

CHANEL STRATEGY
Multiple distribution Intensive distribution strategy
channels:
*Implement of the history jet album
Direct channel both physical and online
Indirect channel
*Penetration to the market
 producer constantly with product
The white chocolate joins  wholesaler differentiators
with delicious pieces of black  retailer
$5.670 *Improvement the distribution
chocolate biscuit to create a  final consumer channels both national and
crispy flavor combination.
international
*Segmentation of the market in a
specific area for each producto
ÉXITO-YUMBO-OLIMPICA
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Evidencia 2: Workshop “Distribution channels”

*Maintain distribution channels

(supermarkets, neighborhood stores)