Abstract
ABSTRACT This teaching case aims to understand the challenges between opening distribution channels and new products. The report involves a small Brazilian chocolate factory. It presents the structuring, production processes, brand concept, formation of sales prices, and the choice of distribution channels in COVID-19 times. The company faced challenges in the market for presenting products with low adherence to distribution channels, high costs and price, and an inadequate brand positioning, resulting in low sales. After repositioning itself with a new brand and price concept, the case raises the dilemma: What is the best distribution channel during the crisis period caused by COVID-19 for the newly restructured company? The pedagogical objectives are focused on the analysis of alternatives in the choice of distribution channels, considering the implementation challenges, the transaction costs for products at an early stage, and the scenario of uncertainties resulting from the pandemic, as well as the application of sales channel concepts and distribution. The case can be applied in undergraduate and MBA courses in the management area and is recommended to encourage students to reflect on the structure and challenges of implementing small entrepreneurs’ distribution channels.
Highlights
This teaching case aims to understand the challenges between opening distribution channels and new products
Foram utilizadas fotos de produtos, layout de marca, informações sobre a produção de chocolate e anotações do proprietário ao mapear as possíveis estratégias de venda em meio à pandemia
Ao considerar que a COVID-19 gerou mudanças em todos os aspectos do negócio durante a escolha do canal, os membros da cadeia de distribuição devem verificar os determinantes dos custos e a capacidade de vendas de cada canal
Summary
Disciplina: Marketing Temática: Canais de Venda, Composto Mercadológico Setor de atividade: Alimentação Região: São Paulo/Brasil. No final de 2019, Alexandre Silva, o fundador da Kakaw Spices, deparou-se com fortes barreiras de entrada na cidade de São Paulo para vender seus chocolates no varejo. A CRIAÇÃO DA LEGRIA Em janeiro de 2018, na cidade de São Paulo, após diversas tentativas de criar seu próprio negócio, Alexandre decidiu realizar um curso de chocolate básico para aprender as técnicas. A Kakaw Spices seguiu nesse modelo até agosto de 2018, até Alexandre descobrir que poderia fabricar o seu próprio chocolate por meio do processo chamado bean to bar ou ‘do grão à barra’. Empolgado com os conhecimentos adquiridos, Alexandre começou a pesquisar sobre o mercado de chocolates finos no Brasil e percebeu que poderia utilizar amêndoas de origem brasileira para fabricar o seu próprio chocolate. A ideia era levar chocolate mais saudável, e as frutas desidratadas trariam o sabor mais doce
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
