Está en la página 1de 8

EVIDENCIA 2: Workshop “Distribution channels”

JOSÉ FRANCISCO NÚÑEZ BARÓN


MARÍA GABRIELA PIÑA CARDONA
ANDRES DAVID ZAPATA DAZA

DOC. NARDEYA PARRA


DOC. ALEJANDRA NIÑO

SERVICIO NACIONAL DE APRENDIZAJE SENA


TECNOLOGIA EN NEGOCIACION INTERNACIONAL
FICHA: 1667881
BOGOTA D.C
07 JULIO 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 ___ steps.

a. Three.
b. Two.
c. Five.
d. Four. X

2. Intermediaries make:

a. Process of exchange. X
b. Transactions routine.
c. New members.
d. Assortments.

3. A member of a distribution channel depends on:

a. Other channel members. X


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. X
d. Channel members.

5. The ‘role performance’ approach assesses:

1
Buhalis, D. y Laws, E. (2001). Tourismo distribution channels. Cornwall, Reino Unido: Thomson
Learning.
a. The firm’s role performance. X
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.

Traducción español

Con el avance tecnológico abismal en el que


nos encontramos, se hace necesario dar
respuesta a cada necesidad diaria del ser
humano, por esto el tener una segunda piel,
(nuestra ropa) nos hace sentir cómodos,
sobrios, listos ante cada situación, razón por
la cual, dentro de este avance, son
indispensables los textiles, para crear
atuendos que estén acordes a nuestra
cotidianidad, si transpiramos por constante
movimiento, calor por el ejercicio, o si por
el contrario sentimos frio y necesitamos
mantener la temperatura corporal, que nuestras prendas sean quienes se acomodan a nosotros y
no nosotros a ellas.

Por esto los textiles inteligentes se están creando con el fin de sentir las condiciones
medioambientales, o estímulos al exterior, capaces de reaccionar ante determinada situación ya
sea por extremo calor y sudoración o por el contrario excesivo frio.

Es por esto que INTEX.co, abre sus puertas en Colombia para dar a conocer este producto el
cual queremos que haga parte de cada familia colombiana, cuando estén haciendo deporte, en
su trabajo, para días muy calurosos o lluviosos que los proteja y al mismo tiempo se sientan
cómodos.

Queremos llegar a cada tienda de ropa, casas de moda, tiendas deportivas, inicialmente, a
costos asequibles al mercado y competitivos frente a posibles competidores (Lafayette, Coltejer,
protela) hablaríamos por metro de tela 15 USD, de igual manera poder entrar en el mercado
textil con marca propia de ropa deportiva.
La manera más fácil de satisfacer al consumidor final es por medio de un canal propio o directo,
donde como fabricante se hará llegar al cliente el producto sin intermediarios, es por esto que se
opta por el canal directo dado que asegura una mejor calidad de entrega, además de tener un
precio más bajo y un mayor control del proceso. De igual manera para que la distribución sea
acorde al tipo de canal, aplicaremos estrategias exclusivas o selectivas, este dependerá de si
queremos un único intermediario con el cual se establecerán medidas de ventas mínimas y con
restricciones a la venta de productos de posibles competidores o los ya establecidos, o si por el
contrario podemos hacer una distribución limitada entre diferentes intermediarios donde
prevalecerá la posición en el mercado, el sector al cual queremos llegar, y su importancia en
nuestro mercado objetivo.

Translation English

With the abysmal technological advance. which, within this advance, are essential textiles, to
create attire that are consistent with our daily lives, if we perspire by constant movement, heat by
exercise, or if we have the cold and we have to maintain body temperature, that our clothes are
those who accommodate us and not us to them.

For example, intelligent textiles are created in order to feel the conditions of the environment, the
stimuli to the outside, the factors of response to the situation and the sea due to extreme heat and
sweating or, on the contrary, excessive.

Why? INTEX.co opens its doors in Colombia. At the same time they are published comfortable.

We want to reach each clothing store, fashion stores, sports stores, affordable costs in the market
and competitive against potential competitors (Lafayette, Coltejer, protela) we will talk about 15
USD fabric meter, in the same way to enter the market textile with own brand of sportswear.

The easiest way to satisfy the final consumer is through an own or direct channel, where as a
manufacturer the product will be delivered to the customer without intermediaries, which is why
the direct channel is chosen as it ensures a better quality of delivery, in addition to having a lower
price and greater control of the process. In the same way so that the distribution is according to
the type of channel, we will apply exclusive or selective strategies, this will depend on whether
we want a single intermediary with which minimum sales measures will be established and with
restrictions on the sale of products of possible competitors or already established, or if on the
contrary we can make a limited distribution among different intermediaries where the position in
the market, the sector we want to reach, and its importance in our target market will prevail.