SERVICIO NACIONAL DE APRENDIZA-SENA

Curso: Tecnólogo en negociación internacional.

workshop: Distribution channels

WORKSHOP

Distribution channels

APRENDIZ:

Ivan Dario Salamanca Mateus.

CC: 1030689174

INSTRUCTOR:

MARIA FERNANDA CELY ANDRADE

Servicio Nacional de Aprendiza-SENA

CURSO:

Tecnólogo en negociación internacional.

FECHA DE ENTREGA:

29 de octubre de 2021

Bogotá D.C.
SERVICIO NACIONAL DE APRENDIZA-SENA
Curso: Tecnólogo en negociación internacional.
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
SERVICIO NACIONAL DE APRENDIZA-SENA
Curso: Tecnólogo en negociación internacional.
workshop: Distribution channels

a) The meeting objective is to choose the product’s price. T ( ) F (x)

b) Susan proposes three distribution strategies. T (x) F ( )

c) The selective strategy pretends to reach many POS. T ( ) F (x)

d) The exclusive strategy is difficult to control. T ( ) F (x)

e) Mr. White chooses the intensive strategy. 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,
SERVICIO NACIONAL DE APRENDIZA-SENA
Curso: Tecnólogo en negociación internacional.
workshop: Distribution channels
 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
Preguntas:

1. The raise of such many intermediaries are explained in

steps.

a. Three.
b. Two.
c. Five.
d. Four. (X)
SERVICIO NACIONAL DE APRENDIZA-SENA
Curso: Tecnólogo en negociación internacional.
workshop: Distribution channels

2. Intermediaries make:

a. Process of exchange.
b. Transactions routine. (X)
c. New members.
d. Assortments.

3. A member of a distribution channel depends on:

a. Other channel members. (X)

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. (X)
d. Channel members.

5. The ‘role performance’ approach assesses:

1 Buhalis, D. y Laws, E. (2001). Tourismo

distribution channels. Cornwall, Reino Unido:
Thomson Learning.
A. The firm’s role performance. (X)

B. The other channel members’ behavior.

C. Retailers.
D. Wholesalers.

4. Describe in English a product of your preference, assign

it a brand and present, both the characteristics and costs
 SERVICIO NACIONAL DE APRENDIZA-SENA
Curso: Tecnólogo en negociación internacional.
workshop: Distribution channels
of said product, then select a channel and type of
distribution strategy according to the type of product.
KIND OF
PRODUC MARK CHARACTERISTIC COST DISTRIBUTIO DISTRIBUTIO
T S N N STRATEGY
CHANEL

Chocolisto
contains the 4 $10.500 Intensiv
whole e
contributions to
sale distributi
growth: 1. Iron:
chann on
Contributes to
el strategy
cognitive function,
2.
Vitamin A:
Contributes to
the functioning of
the defense
system, 3.
Vitamins B1, B2,
and B3: Help
physical
performance, 4.
Calcium and
Vitamin D3:
Contributes to
the
formation of
bones and
teeth