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EVIDENCIA 2: WORKSHOP “DISTRIBUTION CHANNELS”

PRESENT TO
TEACHER
JOSE HELBERT VARGAS VARGAS

SERVICIO NACIONAL DE APRENDIZAJE – SENA

SERVICIOS ADMINISTRATIVOS Y FINANCIEROS
TECN.NEGOCIACION INTERNACIONAL
EVIDENCE # 2 ACTIVITY #4
BOGOTA. D.C
30TH NOVEMBER, 2018
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EVIDENCIA 2: WORKSHOP “DISTRIBUTION CHANNELS”

PRESENTED BY
COTRINA CÁRDENAS SANDRA LILIANA

SERVICIO NACIONAL DE APRENDIZAJE – SENA

SERVICIOS ADMINISTRATIVOS Y FINANCIEROS
TECN.NEGOCIACION INTERNACIONAL
EVIDENCE # 2 ACTIVITY #4
BOGOTA. D.C
30TH NOVEMBER, 2018
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Table of Contents

Pág.

1. Cover 1

2. Back Cover 2

3. Table of contents 3

4. Description of the evidence 4-8

5. Development of the evidence 9-12

6. Bibliography 13
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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
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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()

b. The meeting objective is to choose the product’s price.

T()F()

c. Susan proposes three distribution strategies.

T()F()

d. The selective strategy pretend to reach many POS.

T()F()

e. The exclusive strategy is difficult to control.

T()F()

f. Mr. White chooses the intensive strategy.

T()F()
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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.

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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.

 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.
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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.

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Evidencia 2: Workshop “Distribution channels”

1. Conversation between Susan and Mr. White

The conversation between Susan and Mr. White is about choosing one of the three

distribution strategies for their products, which after selecting the options chose the

selective strategy at the end, since it is the intermediate of the previous two.

2. True or False

a. False

b. False

c. True

d. False

e. False

f. False

3. Texts, questions and answers

 Economic aspects – understanding of cannel emergence

 Dependence and cooperation

Analysis
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In the text Economic Aspects - understanding the emergence of the

channel, we are informed about the economic reasons for determining the channel

structure, determining in four steps where the intermediaries increase the efficiency

of the exchange process, aligning the quantities and assortments produced with the

quantities and assortments consumed, performing routine transactions and

facilitating the search process.

and in the text Dependence and Cooperation, we identify that each

member of a distribution channel depends on the behavior of other members of the

channel, which also uses four different approaches to study levels of dependency in

channel relationships, the first is in the "sales and earnings" approach, the second in

the 'role performance' approach, the third in the 'specific asset compensation

investment' approach and finally the 'trust' approach, so that in this way The product

has greater success.

Questions

1. (a) Four
2. (b) Transactions routine.
3. (a) Other channel members.
4. (c) How much companies trust each other
5. (a) The firm’s role performance.
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4. Product

 Colombian soda

 Brand

 Characteristics

This drink evokes the best of Colombia, its people, its culture, the colors of the

different regions and its music. A drink aimed at any type of population, social or
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economic. Which seeks to do it through the sensations, the emotional and the ideals that the

clients have.

 Price

The price of the Colombian soft drink varies according to its size and presentation,

that is:

Which ranges from $ 500 to $ 4,000 Colombian pesos.

 Type of channel

The products of postobon are wholesale channels that is to say that they distribute

their products with more than two agents in their distribution process.

 Type of distribution strategy

The type of distribution strategy of the Colombian soft drink is an intensive

strategy, since it aims to reach the greatest possible number of POS (points of sale), and

that has large intermediaries.

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Bibliography

 https://senaintro.blackboard.com/bbcswebdav/pid-105411866-dt-content-rid-
193445397_4-
1/institution/SENA/Ventas/122702/Contenido/DocArtic/Vocabulary.pdf?version=1
 https://senaintro.blackboard.com/bbcswebdav/pid-105411866-dt-content-rid-
193445389_4-
1/institution/SENA/Ventas/122702/Contenido/DocArtic/English%20prepositions.pd
f?version=1
 https://senaintro.blackboard.com/bbcswebdav/pid-105411865-dt-content-rid-
193058171_4-
6/institution/SENA/Ventas/122702/Contenido/DocArtic/Material_Distribution_cha
nnels.pdf?version=6
 https://senaintro.blackboard.com/bbcswebdav/pid-105411864-dt-content-rid-
193057864_4-
4/institution/SENA/Ventas/122702/Contenido/DocArtic/Material_La_Distribucion_
Fisica_Internacional.pdf?version=4
 https://tomatelavida.com.co/informacion-nutricional/gaseosas/colombiana/