Tecnólogo En Negociación Internacional

Ficha 1966039
Juan Tovar Ramírez.
Cc:1019062459

Gaes
Juan Tovar Ramírez.

Evidencia 2
EVIDENCIA 2: WORKSHOP “DISTRIBUTION CHANNELS”

Centro De Servicios Financieros

Abril 19
2020
EVIDENCIA 2: WORKSHOP “DISTRIBUTION CHANNELS”

1. Lectura primera.
2. Responda T si es verdadero o F si es falso.
3. Lectura segunda – Respuestas.
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.

1. Lectura primera
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. Lectura segunda - Respuestas

Economic aspects – understanding of cannel emergence

Economic reasons are the foremost determinant of channel structure.
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
channels.
 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.

Questions:

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

The sales and profit approach, the role performance approach, the specific assets the trust
approac

2. Intermediaries make:
Can increase the effcindy on the process, ling the quantities produced with the consume
dones, make transaction and facilite searchig process
3. A member of a distribution channel depends on:
The behavior of the channels
4. The „trust‟ approach is based on:
Compaines trusting one another building a long term relation ship
5. The „role performance‟ approach assesses:
The firm’s role in relation to another company

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.
The product we are going to talk about is organic avocado, which is produced in Colombia
and has a huge exportation in Canada because it is an exotic fruit with lots of proteins that
helps body working.
The name of our business is organica product, our huge difference is that we work with our
own fertilizer for the avocado growing, so we can have a high utility scale due to we don't
have to spend money in chemistry for the growth of our products. Our principal distribution
channel are organic food market in Quebec and Ontario in which our product is in the top,
our strategy is about digital campaign with recipes with our products and the generation of
massive events in order to give a demonstration to promote buying and selling of avocado.