Use este identificador para citar ou linkar para este item: http://repositorio.ufla.br/jspui/handle/1/13400
Título: Qual deve ser o tamanho do tubarão para o tanque de peixes? Um caso de ensino envolvendo conflitos em canais de distribuição
Título(s) alternativo(s): What size shark does the aquarium need? A teaching case involving conflicts in distribution channels
Palavras-chave: Indústrias - Planejamento estratégico
Indústrias - Canais de distribuição
Estratégias de marketing
Industries - Strategic planning
Industries - Distribution Channels
Marketing strategies
Data do documento: Jan-2014
Editor: Associação Nacional dos Cursos de Graduação em Administração
Citação: COSTA FILHO, C. G. da et al. Qual deve ser o tamanho do tubarão para o tanque de peixes? Um caso de ensino envolvendo conflitos em canais de distribuição. Administração: Ensino e Pesquisa, Rio de Janeiro, v. 15, n. 1, p. 93-112, jan./mar. 2014.
Resumo: This teaching case aims to contribute to understanding distribution channel management and strategic planning. The case is on a fruit juice manufacturing industrial plant with a nationwide presence and covers the beginning of its structuring and production process, commercial launch, marketing strategy development and outstanding preliminary results. Semi-structured interviews with the company’s owners, managers and business partners were employed, along with secondary documentary sources from the company and associations specialized in this type of market. The case focuses on the conflict involving the structure of national distribution channels comprising four levels: the manufacturer (the company), wholesalers (formed by the company’s sales structure, regional distributors and a national wholesaler), retailers (large hypermarket chains and small and medium retailers) and consumers. Thus, the teaching case encourages students to reflect on the situation, analyze the causes of conflicts, rethink the distribution channels’ structure and seek a solution to the problem. The teaching note assists the teacher in better exploring the various options available to the company’s board of directors, as well as providing conceptual support.
URI: http://repositorio.ufla.br/jspui/handle/1/13400
Aparece nas coleções:DAE - Artigos publicados em periódicos



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