ENGLISH LANGUAGE WORKSHOP ON DISTRIBUTION SYSTEM

“STRATEGIC PLAN OF DISTRIBUTION”

APPRENTICE
Leidy Johanna Henao Marin

TUTOR
MARTHA BEATRIZ ESTARITA TAPIAS

MARKET MANAGEMENT
(2176062)

NATIONAL SERVICE OF LEARNING SENA

VIRTUAL MODE
2021
 CONTENT OF THE EVIDENCE

1. Create a document in the format of your choice, where you will write and add the
responses of the workshop.

2. Download and read the document “Strategic Plan of Distribution”, found

in the "Let's listen" section. Based on your reading, download the document inside
of the learning object and complete the paragraphs that are in it. Write the
full paragraphs in the document.

3. Create a concept map of the reading and add it to the document.

4. Read and listen to the sentences found in the learning object,

complete them and take screenshots, both of the sentences already completed,
as of the result. Add the captures to the document.

5. Download and read the text “Distribution Channels” found in the section
"Let's read." Create a concept map of reading.

6. Carry out the exercise of answering true or false. Take screenshots

both the answered sentences and the result.

7. Carry out the exercise of joining the vocabulary together with its respectivevv
meaning.
Take screenshots of both the exercise performed and the result.

8. Add all screenshots to the document

9. Submit the document through the virtual platform.

 Strat egic plan o f dis tri bution

Le t's lis t en!

Good Morning.
My name is Susana
Brown, how can I
help you?

Good Morning, I´m Fiorella Br yan.

I would like to have some infor-
mation about the best way to
sell my product. I produce
handcraft jewels and I want to
distribute
throughout Colombia; especially,
in Bogotá and Medellín.

That´s very interesting. I will

explain some topics that you
need for deciding on the best
option. Let’s listen to some
information from market
experts.

Strategic plan of distribution is an important

tool that companies have implemented in
order to organize several factors that are
interconnected in the marketing process;
improving customer services and costs.

Distribution channel means the route through

which goods or services pass from the
producer to the end consumer. Each fragment
of the marketing process can be observed in
the following diagram.

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

 Strat egic plan o f dis tri bution

Introduction

Strategic planning of production is an important tool

that companies implement in order to organize the
several factors that are interconnected in the market-
ing process, improving customer services and reducing
costs. (Tompkins and Harmelink, 1991)

One of those factors refers to the distribution chan-

nel that means the route through which goods or
services pass from the producer to the end consumer.
Each fragment of the marketing process can be ob-
served in the following diagram.

CONSUMER

The commercial target of

INTERMEDIARY
the distribution channel.

PRODUCER

The initial point of the

DISTRIBUTION distribution channel;
CHANNEL people or companies who
manufactures goods or
It is the way that goods or services.
services use to pass from
the producer to the end
consumer.

Diagram 1. Distribution channel

hos 2013.
 Strat egic plan o f dis tri bution

Determining factors for selecting distribution channels

Another aspect that is important to talk about is the deter-

mining factors for selecting distribution channels.

1. MARKET: they
could be people or
organizations which
have different kind
of necessities to be
satisfied.

The feature of products

2. PRODUCT:
they could be tangi-
ble or intangible and
also, could have a
variety of attributes
such as, color, qual-
ity, brand, packaging
and price. Addition-
ally, the customer
service quality could
affect positively the
consumer´s mind.

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

 Strat egic plan o f dis tri bution

Other people who partici-

pate in the process

3. INTERMEDIARIES:
it refers to those people
or companies who are
placed between produc-
ers and consumers or
end users such as whole-
salers, distributors and
retailers.

4. COMPANY: they
could be organizations
formed by people,
goods, common goals
and achievements to
satisfy customers.

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

 Strat egic plan o f dis tri bution

Oh, thank you! I´m very grateful,

because the information you gave
me has been very interesting. I
un- derstood the importance of
choos- ing a suitable channel of
distribu- tion to reach the main
objectives
of my project.

Additionally, don´t forget to ana-

lyze aspect such as: kind of product,
marker, and the company´s nature
because it is the correct route for
being successful.
I f you have any other doubt you
can come here.

References

Tompkins, J., and Harmelink, D. Strategic Master Plan-

ning: A Distribution Imperative. Document # 50980. In-
dustrial Development, December, 1991. Retrieved from
http://www.conway.com/geofacts/pdf/50980.pdf.

Thompson, I. (2007). Tipos de canales de distribución.

Retrieved from http://www.promonegocios.net/dis-
tribucion/tipos-canales-distribucion.html.

Imágenes de apoyo recuperadas de

http://www.morguefile.com

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

2. Descargue y lea el documento “Strategic Plan of Distribution”, que se encuentra en la
sección “Let’s listen”. Con base en la lectura, descargue el documento dentro del objeto de
aprendizaje y complete los párrafos que están en él. Escriba los párrafos completos en el
documento.

 To determine the distribution channel it is necessary to analyze several factors, such as

the nature of the product, the market and the business.
 Exchange of products, some offer some good and others buy goods at negotiated prices.
 Consumers get services or goods that meet their needs.
 Businesses bring together people who have similar goals and expect them to meet the
needs of consumers.
 Distribution channels are the main strategy to help distributors enter the target market.

3. Create a concept map of the reading and add it to the document.

STRATEGIC PLAN
OF DISTRIBUTION

DISTRIBUTION CHANNEL Use distribution strategies

for marketing programs, PRODUCER
It is used to move from the
since all the tools are there The initial point of the
the producer to the final to meet the needs of each
consumer. distribution channel;
consumer.
consumer. people or companies who
manufactures goods or
services.

CONSUMER
The main objective of the
the distribution channel
INTERMEDIARIES
it refers to those people COMPANY
or companies who are they
placed between producers could be organizations
and consumers or formed by people,
end users such as goods, common goals
wholesalers, and achievements to
distributors and satisfy customers
retailers.
4. Read and listen to the sentences found in the learning object,
complete them and take screenshots, both of the sentences already completed,
as of the result. Add the captures to the document.
 5. Download and read the text “Distribution Channels” found in the section
"Let's read." Create a concept map of reading.

TYPES OF DISTRIBUTION CHANNELS

Distribution channels are the main strategy that helps distributors to penetrate
the target market.
Types of distribution chanells: there asre two types of distribution channels is
channel direct and indirect.

Indirect distribution
Direct distribution
channels
channels

Distribution channels are very In this, the participation of

important to your business. In
In this distribution channel,
wholesalers and retailers
direct their product; it is the
manufacturer himself in
charge of supplying his
product to the final
distributor.
addition to getting your
products to customers, they
can increase sales, generate
new income and customers,
and give you the opportunity
to capture new markets that
you may not have thought to
reach.
different intermediaries is
required to fulfill the distribution
process.
Here the intermediaries fill out
and carry out the compilation with
different actions to find
information and also search for
funds.
6. Carry out the exercise of answering true or false. Take screenshots
both the answered sentences and the result.
7. Carry out the exercise of joining the vocabulary together with its respectivevv
meaning.
Take screenshots of both the exercise performed and the result.