EVIDENCIA 2: WORKSHOP “DISTRIBUTION CHANNELS”

DIRIGIDO POR:
OMAR ORLANDO VALBUENA

PRESENTADO POR:
MERCY MAGALY ARDILA NIÑO
C.C 1016110317

TÉCNOLOGO EN NEGOCIACIÓN INTERNACIONAL

GRUPO 7/ FICHA 2175923
CENTRO DE MATERIALES Y ENSAYOS
2021
 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.

1
Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson
Learning.
 5. The ‘role performance’ approach assesses:

a. The firm’s role performance.

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

Product Mark Characteristics Cost Distribution Kind of

Channel distribution
strategy
Coca cola Cocacola is an Personal Retail Intensive
internationally bottle costs Channel distribution
recognized 2,500 pesos strategy
soft drink. It is
sweet, its The three-
color is black, liter bottle
and it comes costs 6,000
in a sugar-free pesos.
edition. It
comes in
various
presentations
such as glass
bottle, can or
plastic bottle.