Actividad de aprendizaje 4

Evidencia 2:
Workshop “Distribution channels”

John Alexander Rojas Arias

SENA

Servicio Nacional de Aprendizaje

Centro Agroturístico Regional Santander

Negociación Internacional

Bogotá, Colombia

2020

Docente: Gerson Mauricio Huertas

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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.

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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 pretends to reach many POS.

T (X) F ()

e. The exclusive strategy is difficult to control.

T ( ) F (X)

f. Mr. White chooses the intensive strategy.

T ( ) F (X)
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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 behavior 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.
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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.
e.
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.
d. Wholesalers.
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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 Description Cost Distribution chanel Distribution strategy

The Chocoramo is one of the most
traditional colombian desserts. It is
a cake covered by chocolate which
generally is eaten by children on
school or college students because
it's delicious and it's in all the
supermarkets in the country.
The distribution channels of the
product are through land
transport to supply the orders
$ 6.648 X 4 Units of the different stores and
supermarkets and air or
maritime transport to distant
territories of the country.
Chocoramo is a fairly traditional
product in Colombia and therefore
does not require great advertising
strategies to increase its popularity
at the national level since it is
known and consumed by the vast
majority of the population.