Evidencia 2 Workshop Distribution Channels OSCAR SALAZAR

Evidencia 2: Workshop “Distribution “Distribution channels”

OSCAR JAVIER SALAZAR GOMEZ CC. 1129583818

Servicio Nacional de Aprendizaje Sena

NEGOCIACIÓN INTERNACIONAL (1667872)

Bogotá, D.C 2018

Evidencia 2: Workshop “Distribution channels”  Luego de estas consultas, resuelva el siguiente taller en inglés: 1. Lea cuidadosamente la siguiente conversación:

 S us an:  Good morning Mr. White.  Mr. White:  Good morning, Ms. Susan. Can we start the meeting?  S us an:  Of course, Mr. White. I have the options on the board.  Mr. W hite: That’s good. Remember, we need to choose the most suitable distribution strategy for our products.

 S us an:  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 i ntermediaries.

 Mr. White: What about the exclusive strategy?  S us an: 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?  S us an: 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 p rofitable it is. Hhhhmmm, well. What do you think?

 S us an:  Well, I consider that the selective strategy is the best.  Mr. White: You’re right. Well done.  S us an:  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()

f. Mr. White chooses the intensive strategy. T ( ) F  x  (   )

3. Lea el siguiente texto y responda las preguntas planteadas posteriormente: E conomic as pects  – unders tanding of cannel emerg ence 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:

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Intermediaries can increase the efficiency of the process of exchange,

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They align the quantities and assortments produced with the quantities and assortments consumed,

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They make transactions routine, and

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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:

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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.

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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.

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The ‘specific assets –offsetting investment’ approach, which maintains that offsetting investments help to safeguard the target company against opportunism by the source.

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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. b. c. d.

Three. Two. Five. Four.

2. Intermediaries make: 1

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

a. Process of exchange. b. Transactions routine. c. New members. d. Assortments. 3. A member of a distribution channel depends on: a. b. c. d.

Other channel members. The retailers. The wholesalers. Intermediaries.

4. The ‘trust’ approach is based on: a. b. c. d.

The role of another company. The percentage of sales. How much companies trust each other. Channel members.

5. The ‘role performance’ approach assesses: a. b. c. d.

The firm’s role performance. The other channel members’ behavior . Retailers. 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

TRULULU

CHARACTERISTICS

Trululu gummies crispy on the outside and soft inside, more than 20 flavors presentation of 12 units.

COST

$ 4240

DISTRIBUTION CHANNEL

Retailer channel

KIND OF DISTRIBUTION STRATEGY

Intensive distribution strategy