ACTIVIDAD DE APRENDIZAJE 4 - EVIDENCIA 2

DANIEL MAURICIO AMEZQUITA VARGAS

SERVICIO NACIONAL DE APRENDIZAJE

SENA

NEGOCIACIÓN INTERNACIONAL

BOGOTÁ, 2022
 Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribution channels”

Conocer en qué consiste la selección de los canales de distribución y manejar este

tema en el idioma inglés le permite ampliar el campo de acción hacia otros países de
cualquier empresa que desee exportar un producto o servicio y con ello aumentar sus
ingresos; en caso de contar con clientes o socios de habla inglesa.

Por lo anterior y para desarrollar esta evidencia, consulte el material de formación

denominado Distribution channels y los siguientes materiales complementarios:

 Vocabulary.

 English prepositions.

Luego de estas consultas, resuelva el siguiente taller en inglés:

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.

1 Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson
Learning.
 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.

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.

HASS AVOCADO

Characteristics:
The Hass Avocado, also known as Heart Fruit due to its resemblance to this vital organ,
also known as Green Gold because due to its popularity it has placed a large part of its
income like oil in many countries.
Since it is rich in natural fats and vitamin E, etc., it is beneficial to people's health,
leading to high consumption.
It is the most famous and commercialized variety. At first it is green, ripe and edible, it is
dark purple, almost black. The skin is hard, thick and rough, and the flesh is yellow with
a nutty flavor.
It is a relatively small variety, with less than other varieties sold, but with a higher
percentage of pulp.
The best times to eat avocados are in the following months: June, July, August,
September and October.

Cost:
$2,892 pesos is the cost of producing and shipping 1 kg of Hass avocado to US ports.

Distribution channel:

The distribution channel depends on the nature of the product, since this is a perishable
good, the appropriate distribution channel is a short and integrated channel in which the
number of intermediaries is reduced, quality standards are maintained, prices and it is
estimated the number of products for sale that they supply simultaneously will be in
strategic places with complementary and/or similar products (generating greater
geographical reach) to meet sales goals and forecasts. This distribution channel also
guarantees alliances with distributors and wholesalers through distribution agreements,
where both parties agree to send specific quantities, which the distributor buys and
distributes, that is, it allows production to be planned in advance according to demand. A
theoretical commodity or product.

The distribution strategy:

Uses a selective strategy, analyzing the following aspects: geographic location, number
of customer visits per day, sales of complementary or similar products sold to help
promote the product to a larger population (large store area) and make sales estimates
number of products