Actividad de aprendizaje 4

Evidencia 2: Workshop “Distribution channels”

LUISA PARRA
INGRID DIAZ
EDWIN MONCADA
LUZ PARRA

SERVICIO NACIONAL DE APRENDIZAJE SENA

TECNOLOGO EN NEGOCIACION INTERNACIONAL
BOGOTA
2018
 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.

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.

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.

The company is called Sport Smart Company and the product is sports shoes.
specialized in tennis par athletics mainly speed competitions are tennis that
have the latest technology in terms of comfort friction force which allows them to
be light as a feather that achieve more traction at the moment of taking the step
which generates that advance greater distance with greater speed.
The costs are not high despite the nature of the product that is for a specialized
task we speak of a pair shoes have a production cost of $ 120,000 which allows
us to make the placement to the end user at $ 230,000 which is the same price
in the market of the brand tennis like Adidas or Nike.
The market strategy will be Selective where the points of sale are chosen
seeking a high level of specialization, brand image, dedication of special spaces,
prestige and personalized attention.