Evidencia 2: Workshop “Distribution channels”

Diana Margarita Cubillos Lozano

1030544892

Negociación Internacional

Ficha 1792960

SENA

2019
 Evidencia 2: Workshop “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.

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,

 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

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.

5. The ‘role performance’ approach assesses:

a. The firm’s role performance.

b. The other channel members’ behavior.
c. Retailers.

1
 d. Wholesalers.

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.

GREEN SMOOTHIE DELI FRUVER

They contain fruits and vegetables that help the intestinal transit, provides different
vitamins and has a pleasant taste for any public

Table of content and costs; Every 20 oz of this product contains

INGREDIENTS QUANTITY VALUE

Green Apple 15 gr. $ 300
Celery 10gr. $ 50
Pineapple 100 gr. $ 1000
Orange 70gr $ 400
glass 1 und. $ 300
Water 1cm3 $ 500
Labor 1 und. $ 2000
Total Costs $ 4550

The strategy I would use is intensive, allowing me to have different points of sale

Desarrolle esta evidencia con la herramienta de su preferencia y envíe el archivo al instructor a través de la
plataforma virtual de aprendizaje.