SERVICIO NACIONAL DE APRENDIZAJE

SENA

DISTRIBUTION CHANNELS

CATEDRA: DEFINIR CANAL DE DISTRIBUCION SEGÚN EL MERCADO Y EL TIPO

DE PRODUCTO

YONATAN JAIMES TIQUE

6253657

SANTIAGO DE CALI, MAYO DE 2018

 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 _Four__ 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.

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

Coca-Cola bottle

Coca-Cola, or Coke (also Pemberton's Cola at certain Georgian vendors), is a

carbonated soft drink produced by The Coca-Cola Company. Originally intended as a
patent medicine, it was invented in the late 19th century by John Pemberton and was
bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola
to its dominance of the world soft-drink market throughout the 20th century. The drink's
name refers to two of its original ingredients, which were kola nuts (a source of caffeine)
and coca leaves. The current formula of Coca-Cola remains a trade secret, although a
variety of reported recipes and experimental recreations have been published.

The Coca-Cola Company produces concentrate, which is then sold to licensed Coca-
Cola bottlers throughout the world. The bottlers, who hold exclusive territory contracts
with the company, produce the finished product in cans and bottles from the
concentrate, in combination with filtered water and sweeteners. A typical 12-US-fluid-
ounce (350 ml) can contains 38 grams (1.3 oz) of sugar (usually in the form of high
fructose corn syrup). The bottlers then sell, distribute, and merchandise Coca-Cola to
retail stores, restaurants, and vending machines throughout the world. The Coca-Cola
Company also sells concentrate for soda fountains of major restaurants and foodservice
distributors.

Coca Cola
The distribution channel for Coca-Cola products is directly from the corresponding plant,
through its delivery trucks and vans throughout the city to the different shops,
supermarkets and convenience stores and then to reach us as consumers of the Coca-
Cola product. tail.

DESIGN OF DISTRIBUTION CHANNELS

Coca-Cola is a product that most people like so we can buy it anywhere and there is no
problem in the design of the channel, and we know that the product is salable in small
and large quantities. and it is distributed through transport trucks of the coca-cola
company.

ACTORS THAT INFLUENCE THE DESIGN OF DISTRIBUTION CHANNELS

Characteristics:

• Customers

Coca-Cola has the advantage that after being a product recognized by millions of
people and self-service companies, there is a tendency for demand to be higher in
orders for sale.

• Product

Coca-Cola products offer a great benefit since it has a range of products to satisfy the
tastes of the consumer.

• Intermediaries

The coca-cola company has its trucks to deliver orders to the different establishments
and sometimes many people choose to go directly to the winery to look for them.
CLASSIFICATION OF DISTRIBUTION CHANNELS

• Producer - Consumer

Through sale by phone, and direct.

• Producer- retailer or retailer - consumers

Small shops, gas stations, boutique and clothing stores. Self-service stores

• Producers- wholesalers- retailers- retailers- consumers

Pharmacies, restaurants since they belong to this classification.

• Producers- intermediary- wholesaler- retailer- consumers

Here Coca-Cola has sales agents who are in charge of going in search of new
customers to offer this product.

CRITERIA FOR THE SELECTION OF DISTRIBUTION CHANNELS

• Market coverage

Coca-Cola is a company that has worldwide coverage since its products are recognized.

• Control and Cost

Coca-Cola product, because it is a product that is in high demand, which is why it takes
control of inputs and outputs directly with the plant and when the product is passed on to
customers, it designates the cost of the product as soon as it is sold.

• INTERMEDIARIES

Through the sales agents and later with their trucks they get the product to
establishments to have their products closer.

WEBGRAFIA

https://prezi.com/hfgag2uqou3s/canales-de-distribucion-de-coca-cola-company/

http://estrategiadedistribucion.blogspot.com.co/2012/06/coca-cola.html

https://es.wikipedia.org/wiki/Coca-Cola