AP 10_AA 18 DETERMINAR SISTEMAS DISTRIBUCION-

-DISTRIBUTION SYSTEMS-

Grupo:
ANDERSON OSWALDO RUEDA LOPEZ
BAYRON DONCEL TRUJILLO
JORGE ALEXANDER ROZO TORRES
JON FREDY JUNCA GARZON

Presentado a:
PAULO GAITAN
Instructor Virtual

SERVICIO NACIONAL DE APRENDIZAJE SENA

TECNLOGO EN GESTIN LOGSTICA
VALLEDUPAR
2017

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 CONTENIDO

Pg.

INTRODUCTION ..................................................................................................... 3

1.DISTRIBUTION SYSTEMS .................................................................................. 4

1.1. Generalidades ............................................................................................ 4
1.2. Structure of the MANA PAN Distribution System ....................................... 5
1.2.1. Distribution channels of MANA PAN: these are: .................................. 6
1.3. MANA PAN Distribution System ................................................................. 8

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 INTRODUCTION

The physical distribution is the set of actions carried out by companies to bring the
products in perfect condition to the customer, at the time and place established and
at a reasonable cost. It is not to forget that many times the place of production is
not the place of consumption and therefore the channels facilitate the arrival of the
products to the final consumer.

For this reason, in a company, the organization of this service plays a fundamental
role in the commercial area, since it is the person in charge of the sales and
therefore of the distribution of the merchandise. Logistics then becomes one of the
most important factors of competitiveness, since it depends on the success or
failure of marketing.

A good distribution system allows you to increase sales, reduce inventories, lower
costs and satisfy customers. When a company is born and when a new product or
a new line is launched, it is necessary to analyze the channels that allow to bring
the product to the customer.

According to the above, it can be said that channels are the different routes or
routes that companies use to bring their products to the consumer or end user. The
costs of this distribution vary depending on whether the products are perishable or
nonperishable, liquid or solid, small or large, flammable or wicked among others.

The improvisation in the supply system and the absence of controls in the handling
of the merchandise, can bring great losses for the company, reason why the
election of a good distribution channel must be a commercial strategy designed
carefully taking into account which is The product, what quantity is produced, who
is the target audience, at what price will reach the end consumer, such as logistics
infrastructure, what level of information the company has, what control does it have
over products, whether the distribution is regional or national , Financial capacity of
the company, channel costs, market coverage, product control, etc.

The advantages and disadvantages of the production company must be analyzed

very well when choosing a particular channel, which is the most appropriate
depending on the characteristics of the company, what kinds of channels there are
and the number of services it can offer, since the technologies Computer systems
have made possible great advances in the distribution systems, since nowadays
you can know in real time the stocks and inventories, you can know exactly where
a cargo is shipped, you can have satellite shipment tracking etc. All this information
that is accessible through the Internet, is revolutionizing the concepts of physical
distribution.

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 1. DISTRIBUTION SYSTEMS

1.1. Generalidades

For MANA PAN, the distribution channel chosen by this bakery, is based on all the
individuals that for this case would be its employees and equipment, materials and
supplies, that would be considered all the equipment and other inputs required for
the smooth operation of MANA PAN , Involved in the whole process of transferring
the finished product, packed and packed, from the production area of the factory,
its passage through the storage area or warehouse and finally its transfer to the
retailer to reach the final consumer. But in order to choose a good distribution
channel, MANA PAN took into account the general structure of distribution
channels

Figure 1. General structure of distribution channels.

AGENT WHOLESALER RETAILER

CHANNEL AGENT BROKER

SOURCES OF RAW MATERIAL

FINAL CONSUMER
WHOLESALER RETAILER
PRODUCER

LONG INDIRECT CHANNE

PROVIDER

RETAILER

INDIRECT CHANNEL SHORT

DIRECT CHANNEL

The previous figure shows the general structure of the distribution channels, which
may be present in all the distribution networks of the companies, which are
employed or made available in the companies to bring the products manufactured
by these companies to their consumer Final, satisfactory and preserving the
excellent quality of the products. In addition, distribution channels require updates
to evolve and process as a result of changes occurring in the environment.
Therefore, it is important to be clear about the characteristics that involve the
distribution channels, highlighting fact, that it is of vital importance to know the
functions that each of the members of a distribution channel must execute so as to

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have detailed all the processes that Involve the application of distribution channels
in the marketing and sale of products manufactured by a company, and thus
efficiently reach the consumer retailers, wholesalers and end. Next shown in figure
2 with the different characteristics of the distribution channels, they include the
functions that their members must perform, showing them sequentially.

Figure 2. Characteristics that identify distribution channels.

According to the above information, MANA PAN, presents a multichannel

distribution system, which has the following structure.

1.2. Structure of the MANA PAN Distribution System

The bakery MANA PAN, presents two types of distribution of its products:

Direct Distribution: MANA PAN, has a direct selling point, as it presents within the
company premises, a bakery, for the sale of its products to its customers. This
distribution includes the direct channel of distribution.

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See figure of direct distribution on the next page.
Figure 3. Direct Distribution.

Final
Consumer
Maker

Indirect Distribution: MANA PAN, has an indirect distribution of its products,

because MANA PAN, the greatest quantity of products sold by this bakery, is made
through the sale of retailers, who sell the products manufactured in MANA PAN, at
final consumer. This distribution system encompasses the indirect distribution
channel.

Figure 4. Indirect distribution.

Maker

Retailer Final Consumer

MANA PAN, in order to choose the type of distribution channel, MANA PAN took
into account the two types of distributionMaker
used in this baker. From this, MANA PAN
Maker
uses the following distribution channels.

1.2.1. Distribution channels of MANA PAN: these are:

Direct Channel: MANA PAN, sells its newly manufactured products to the
final consumer, through the direct selling point, as is the bakery of the
factory, in which only the manufacturer participates, which in this case is
MANA PAN and the final consumer. This channel has a zero level. It also

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 has a direct sale, where MANA PAN, as manufacturer, sells directly to the
consumer, without intermediaries.

Figure 5. Direct distribution channel.

Direct channel or zero level

Maker Consumer

Indirect Channel: MANA PAN, uses this channel to make its sales outside
the direct selling point, and take its products to other customers, who are
distant from the bakery or direct selling point of MANA PAN. Therefore this
channel has a level, thanks to that the products leave the factory, they pass
to the retailers and they are those who sell them to the final consumer. In
turn this channel has several lengths (short, long, traditional), of which the
one chosen by MANA PAN, for the distribution of its products was the short
channel, because MANA PAN has a single type of intermediary, which Are
the retailers or retailers. Since this channel uses as an intermediary the
retailers or retailers is considered as a retail channel and highlighting the
fact that these retailers are small businesses such as the dangon
neighborhood stores and neighboring neighborhoods, as well as the
miscellaneous, the cafeteria of the Stores, institutions or organizations
located in the dangon neighborhood, such as mixed school cafeterias
number 4, the national garden, judicial jail, and successful stores who will
proceed to make a retail or retail to the final consumer.

Figure 6. Indirect distribution channel.

Indirect channel short - channel retailer: one level

Maker
Maker Retailer Consumer

Bearing in mind that the area of influence in the sale of MANA PAN products is the
dangon neighborhood, including the residential and commercial area that this
neighborhood encompasses, as well as the neighboring neighborhoods, including
the chain store's shopping area SUCCESS, Judicial jail, undertakers, etc., this

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channel is chosen, since it does not have a high number of retailers, but with a
moderate number, which have a high purchasing potential.

It should also be noted that the indirect channel (retail distribution), employed in
MANA PAN, has a sales force that allows it to communicate directly with retailers,
so that they distribute the product to the final consumers. Hence the sale of the
products is retail or retail. This strategy is used by MANA PAN, since it is aware
that consumers in the vast majority depend on a weekly or daily payment, as is the
case of small shopkeepers such as shopkeepers, miscellaneous, informal work
such as selling minutes, food vendors Fast in the dangon neighborhood that are
part of informal employment, which forces them to reduce their transportation costs
to make the product less expensive. In addition, for clients such as commercial
establishments such as SUCCESS, or institutions such as the Valledupar judicial
jail, insistently request that MANA PAN be present at the time of placing orders or
submitting a complaint, claim or return of the product , Therefore the sales force, is
the one indicated to initiate the resolution of the inconveniences with these
companies and institutions, from which the retail channel was used for the
distribution of the products manufactured by MANA PAN. Therefore it can be
concluded that this channel is indirect-retail, with a short length, a single level.

On the other hand, it is also to consider within this retail channel the distribution
strategy used in MANA PAN; Choosing as strategy "STRATEGY OF INTENSIVE
DISTRIBUTION". This strategy tries to place the products manufactured by the
bakery, bakery and biscuit MANA PAN in all possible sales points, so that products
manufactured by MANA PAN, are available to the final consumer, at all points of
sales of the MANA PAN products, both in the dangon neighborhood, neighboring
neighborhoods and commercial area of stores EXITO, judicial jail, mixed school
number 4, undertakers, etc. In this strategy the company tries to boost the sales,
facilitating to the consumer a point of purchase near.

Emphasizing the fact that MANA PAN gives importance to both channels, but of
the two, the one that requires the greatest effort in its application is the retail
channel, hence its great importance for MANA PAN.

1.3. MANA PAN Distribution System

Taking into account the above information, MANA PAN has a multichannel
distribution system, because it establishes two or more marketing channels to
reach one or more customer segments that are located in the area of the dangon
neighborhood, neighboring neighborhoods and area Commercial, as well as
institutions or organizations located there.

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 Within this distribution system are two channels: direct and indirect; Highlighting
the fact that the direct channel is aimed at the small buyer, such as the people who
live around the bakery that is considered as a point of sale MANA PAN, as well as
people who transit through the bakery, for this type of customers are Offers all the
products to be made in MANA PAN, such as bakery, pastry and biscuit products.

In the indirect channel, two customer segments are handled: the retail customer
that purchases daily and the retail customer that purchase monthly.

This retail customer, who buys daily, is comprised of shopkeepers, casual vendors
selling minutes, fast-food street vendors, cafeterias of various institutions or
organizations located in the dangon neighborhood, such as mixed school
cafeterias number four and National garden For this type of customers, they are
offered bakery products, which can be stored at room temperature and are packed
in individual bags.

Retail customers who buy weekly are cafeteria judicial jail, cafeteria stores
successes and coffee shop funeral companies. For this type of customers, they are
offered bakery and biscuit products that can be stored at room temperature and
are packed in individual bags.

Below is the graph of the MANA PAN distribution system.

MANA PAN MULTICANAL DISTRIBUTION SYSTEM

DIRECT CHANNEL INDIRECT CHANNEL

CONSUMER SEGMENT 2
CONSUMER SEGMENT 2
CONSUMER SEGMENT 3

Maker Maker
Maker
Indirect sale
selling strategy
with intensive

Direct Indirect sale

Sales force

sale Retailer The

selling strategy
with intensive

Retailers who
Sales force

Daily Shopping:
buy weekly
Final
Consumer Final Final
Consumer Consumer