AP06-EV04- “Strategic plan of distribution”

PRESENTADO POR:
BRANDON OSORIO

INSTRUCTORES:
CONSUELO CASTRO VELASQUEZ
ADRIANA MARIA RODRIGUEZ LOPEZ
JULY ANDREA TORRE HERNANDEZ

SENA
CENTRO DE DESARROLLO AGROEMPRESARIAL – CHÍA
GESTION DE MERCADOS
BOGOTÁ
2020
ACTIVIDADES DE BILINGÜISMO

1. Después de revisar el material “Strategic plan of distribution”, 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.

1. 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)

2. 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: Kelloggs – Zucaritas Corn Flakes

Features: Corn, sugar, malt extract, iodized salt,

maltodextrin. Vitamins and minerals: ascorbic acid
(vitamin C), niacinamide (niacin), vitamin A palmitate,
reduced iron, zinc oxide, cobalamin (vitamin B12),
cholecalciferol (vitamin D), pyridoxine hydrochloride
(vitamin B6), thiamine mononitrate (vitamin B1),
riboflavin (vitamin B2), folic acid.

Price: 1,67 USD or $6.200 COP (250 g)

Distribution Chanel: Long Chanel