Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribution channels”

BY: JONATHAN BERCHEM

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:

1 Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson
Learning.
 a. The role of another company.
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.

KIND OF
PRODUCT MARK CHARACTERISTICS COST DISTRIBUTION DISTRIBUTION
CHANNEL STRATEGY

According to the
nature of the
The Hass Avocado, product; this
also known as the fruit being a A selective
of the heart due to its perishable strategy is used,
similarity to this vital good, the analyzing aspects
organ and also called 3000 appropriate such as:
green gold, since due pesos is distribution geographical
to its great reception it the cost of channel is an location, number of
 has set aside a large production integrated short customer visits per
part of the income in and channel where day, sales volume
The Hass Jonathan many countries above transportati the number of of complementary
Avocado Avocados even products such as on of 1Kg intermediaries is or similar products
LMTD oil. The high of Hass reduced, quality sold, thus helping
consumption of this avocado standards are to promote the
has been generated kept, prices are product to a larger
due to the benefits it kept and an population (a
brings to people's estimate is largestore surface)
health since it is rich in made of the managing to sell
natural fats and amount of the estimated
vitamin E, among products to be number of product
others. The best time sold,
to eat avocado are the simultaneously
months: June, July, the product offer
August, September will be in
and October. strategic places
(generating
greater
coverage at a
geographic
level) with
complementary
and / or similar
products to
meet sales
goals and
projections. This
distribution
channel also
guarantees the
alliance with
distributors and
wholesalers
through
distribution
agreements
where the
parties agree to
send a specific
quantity and the
 distributor to
buy and
distribute it, that
is, it allow
production
planning
according to
demand.

Desarrolle esta evidencia con la herramienta de su preferencia y envíe el archivo al

instructor a través de la plataforma virtual de aprendizaje.

Esta evidencia se encuentra ubicada en: Fase Planeación / Actividad de aprendizaje

4: Definir canal de distribución según el mercado y el tipo de producto /
Evidencias / Evidencia 2: Workshop “Distribution channels”. Total horas: 12, 2(D) y
10(I).

Nota: esta evidencia es de carácter individual. Recuerde revisar la guía de aprendizaje

con el fin de verificar que ha realizado todas las evidencias propuestas, saber cómo
desarrollarlas y entregarlas correctamente.

Criterios de evaluación
• Puede realizar actividades de verdadero o falso, basados en una conversación que
ha escuchado o en un texto que ha leído.

• Puede responder cuestionarios de selección múltiple, escritos en inglés.