SELECTION CRITERIA IN DISTRIBUTION CHANNELS; CERAMICOL

COMPANY

JUAN SEBASTIAN MONSALVE DIAZ

SANDRA ARACELY JAIMES QUINTERO
FICHA: 1017131 RUTA: 882184

NEGOCIACION INTERNACIONAL
SENA
Evidencia 10: Selection criteria in distribution channels; Ceramicol Company

You and your team work are employed by the Company Ceramicol to
conduct United Nations market study containing the following points:

Choose and manage the distribution channels most appropriate according

the nature of the product in this case would be the dishes.

CERAMICOL

NATIONAL SUBSIDIARY
MANUFACTURER

IMPORTER / DISTRIBUTOR
O
N
L
I
HOMECENTER SHOWROOMS SPECIALTY N
RETAILERS E

FINAL CLIENT INSTITUTIONAL

CLIENTS
Defining Characteristics comprador and market characteristics
(USA).

In consumer trends, welfare remains a key factor, the trend implies

that people are more conscious of leading a healthy life, preferring
trans fat free products and contain no chemical additives. The
consumer is willing to try new products, is demanding, well informed
and aware of environmental care. The products that are innovative,
friendly, functional and organic labels, are valued for their quality and
not by its price
Internationalization: The connections are emphasized: Every day
more people use social networks and other innovations to eliminate
geographical barriers.
In gastronomy, consumers will be more willing to try different ethnic
foods and flavors from around the world, giving consumers the ability
to have more variety when choosing a food and eat healthier.
Consumers are increasingly interested in knowing the origin of the
product life cycle, characteristics and activities that support moral and
social causes around the world.
Every day consumers want faster solutions, however, the American
consumer looking for quick solutions, 40% of consumers make
nutritious foods because they are easy to consume anywhere. In this
sense, Internet sales and mobile applications occupy a central place
in the instantaneous consumption. When looking digital methods that
streamline everyday processes, maintaining websites according to
market demands is essential.
Investing in prevention: After the crisis experienced in 2008, the
Americans are considered more conscious and less likely to have
debts also Americans invest in products that allow them to live a
better life when people get older, so invest in anti-aging cosmetics, in
products such as vitamins, minerals or other supplements that allow
them to compensate for eating habits, also worry more now in their
diet to include fruits and vegetables that enhance these habits.
Develop a report on the most successful way to enter the American market.

OBJECTIVE

Determine the most successful way for the company CERAMICOL can enter
the American market with the export of dishes.

ENTRY STRATEGIES TO INTERNATIONAL MARKET

Achieve a strategically diversified, with significant added value, quality and

volume that would allow a competitive presence in international markets
Find sources of funding for the development of production.
Diversify and consolidate the presence of the company, products and
services in regional markets prioritized destination.
Be more efficient

Optimizing customer service: reduced delivery times; supply of complete

orders, timely delivery; quality and competitive prices.
constant modernization in technology and machinery to increase
productivity in the plants, distribution centers and sales organization.

Improve the level of customer service and the consumer, killing financial
costs and generating greater efficiency.

Implementation of a management system based on value, which means

that performance metrics and incentives are aligned to creating value for
shareholders, for this, the Company incorporated the concept of economic
utility.

Make the necessary divestitures of activities that destroy value.

Continued investment in research and development of new products;

modernization and rejuvenation of image of its products; PRODUCTION
OFPRODUCTS innovation with added value for the consumer.

DESCRIPTION OF STRATEGIES
IN MARKETING.
 Improve quality, create a brand, design, presentation and competitive
quality, and established a market system to the centers of consumption.

PRODUCT STRATEGIES.

The equipment for quality control, improvement of infrastructure,

standardization of quality training. Developing actions to equip with basic
tools the production area to control the parameters required in processing.
Brand. Establish a brand that identifies, to make known the qualities and
benefits offered by the product.
Packaging. To position innovative, eye-catching packaging.
Quality. This should be the best it considered the quality of competing
products.
PRICE STRATEGIES.

To determine it is important to note that a minimum should cover the costs of

production and operation and always the idea or main goal is to maximize
profits and taking into account the prices of products with which it competes.
For example, we could give discounts included in the sale price of the
presentations for companies or by buying certain level of purchase.

PROMOTION STRATEGIES

Advertising. Use the media to persuade the public consumption. To do this,

inform, persuade and remind consumers the benefits of the product.
Sales promotion. We can motivate purchase by example with the
strategy of paying two to carry three, participation in fairs.
Sale. Advertise the product through promoters.

STRATEGIES PLAZA

Establish contact with public or private institutions or contact premises that

sell our products.
 Search brokering, contact a broker in the country where we want to
distribute our products.

SERVICE STRATEGY.

Ensure production and delivery consistently as required by the customer,

find ways to keep inventory reserves to ensure delivery on time. Constantly
research to discover new uses or applications on the market. Offer a
product presentation, according to customer needs and provide special
editions for persons requiring products with certain characteristics

SUMMARY

In the course of this work was to establish the importance of the strategic
plan a company, as this allows shaping the long-term future, taking into
account factors such as the international market, the variation of annual
interest treaties free trade, among other factors make it essential to the
design of these plans periodically, in order to anticipate situations that could
influence so positive or negative in the business.

The company expects to implement a good management process and

ensure that all own organizational processes (from administrative to
production), not left without planned, made, monitored and controlled
(improved).

CONCLUSIONS
In the implementation of this market study achieved it identify characteristics
that allowed us to observe that in the current market is already positioned
brands, but there is a high margin to dabble with another brand as long as
they are products with innovative elements, identifies our consumer is the
family in general, and restaurants.
The best marketing strategy for our product would be commercial television
advertising to position the brand of our product hurdles.

Develop an advertising banner to promote the entry of new dishes to

the international market
 BIBLIOGRAFY

http://competitividadturistica.com/marketing-mix-politica-de-
distribucion/
http://e-
ducativa.catedu.es/44700165/aula/archivos/repositorio/2750/2776/html/
43_la_poltica_de_distribucin.html

http://elricondelmarketing.blogspot.com.co/2011/12/analisis-de-tres-
ejemplos-de.html