RAP 76_AA4_RS_EV: WORKSHOP DISTRIBUTION CHANNELS

Paula Andrea Galvis

Yesika Andrea Murcia Penagos
Diana Katerine Artunduaga Murcia
Alexander Ocampo Bolaños
Jaison Andrei Huepa

National Learning Service SENA

Market Management Center, Logistics and Information Technology
Technologist International negotiation
File No 2253917

September 12, 2021.

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TABLE OF CONTENTS

INTRODUCTION ............................................................................................................................. 3
1. Identify the product or service that you are going to export in your training project, say
the country to which you are going to export it: ............................................................................ 4
2. Explain through a graph the type of distribution channel that you are going to apply, like
this such as modes of transport. ....................................................................................................... 4
3. The appropriate distribution channel for the export of flowers of the company
"Colombia Flowers S.A.S." is the traditional Long Channel: ...................................................... 5
4. Explain why the modes of transport are suitable for your project? ..................................... 6
CONCLUSIONS ............................................................................................................................... 7
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INTRODUCTION

International Physical Distribution is the system that allows a product to be moved from its
point of manufacture to the end user, discovering the best solution to always deliver the
corresponding quantities, in the shortest possible time and at the lowest cost.
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1. Identify the product or service that you are going to export in your training
project, say the country to which you are going to export it:

Our product of choice for export is flowers. The flowers are produced with high quality
standards, which guarantee sizes and intensity of colors to satisfy world markets. And it is
precisely for these characteristics that Colombian flowers are desired. Its different shapes,
colors and sizes are fascinating and inspire more than one. In addition, its high quality,
appearance and durability are characteristics recognized by the international market.
Therefore, the country selected for export is the United States, taking into account that it is
the country that registers the most flower imports and due to its geographical location,
flower imports are concentrated, due to its proximity to terrestrial producers in America.
from the south, including Colombia.

2. Explain through a graph the type of distribution channel that you are going to
apply, like this such as modes of transport.
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The flowers usually come in boxes, since the durability of the trip is usually greater. The
most constant articles in Latin America are roses, carnations, hypericums, paniculata and
alstromelias, among others. Known for being flowers of long duration and strength, it is not
an inconvenience to transport in a box. Another factor to take into account is the economic
amortization of the same, since they have very high costs. There are two types, in Barco,
whose estimated time is about two or three weeks, which only resists the carnation; or by
plane, which, although the costs are higher, the delivery time is shorter, about 48-72 hours.

Flowers must follow a cold chain from the moment they are cut, it is essential to maintain
this cold chain, therefore they travel with timers to ensure that these cold requirements are
met.

3. The appropriate distribution channel for the export of flowers of the company
"Colombia Flowers S.A.S." is the traditional Long Channel:

Flower imports are concentrated in Florida, the United States, due to its geographical
location, due to its proximity to land-based producers in South America, including
Colombia. On the other hand, and taking into account that our objective is to reach
companies directly, in Miami there are the largest wholesalers and florists in the country,
which are in charge of the internal distribution process covering the entire territory.

The flower market in the United States is considered impulse, it is a product for special
occasions or as a gift. In recent years the flower market in the United States has had a high
growth, total sales have reached a value of $ 8.88 billion dollars, the main distribution
channel being florists with 52% of the market, while supermarkets account for with 26% of
it.
The main factors that are considered to be a flower supplier in the United States are
reliability, claim processing, quality, price, sensitivity, selection, precision and expert
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knowledge. The types of consumer are those who buy flowers in a supermarket and those
who buy in a florist, the first is more likely to buy on impulse while the second goes
directly to buy flowers. Supermarkets 22 demand flowers all year round and not only
seasonally, so that the product is available most of the year.
Advantage:
• Less dissipation of efforts in managing distributors and greater control in sales.

• It will facilitate the purchasing process for the client, reduce costs for the company and
increase the efficiency of the process for both

• Adequate territorial coverage, growth and earnings record

• Greater aggressiveness will be taken in sales by the distributor.

4. Explain why the modes of transport are suitable for your project?

The most suitable means is by air which would depart from the airports of Bogota and
Rionegro to the United States.
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CONCLUSIONS

We can say in a simplified way that the Distribution Channels are all the means that
Marketing uses, to get the products to the consumer, in the appropriate quantities, at the
right time and at the most convenient prices for both.