WHAT SIZE SHARK DOES THE AQUARIUM NEED? A TEACHING CASE INVOLVING CONFLICT S IN DI STRIBUTI ON CHANNELS

Authors

  • Custódio Genésio da Costa Filho Universidade Federal de Lavras, Lavras/MG
  • José Marcos Carvalho de Mesquita Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte/MG
  • Renato Borges Fernandes Centro Universitário de Patos de Minas, Patos de Minas/MG
  • Ronaldo Pereira Caixeta Centro Universitário de Patos de Minas, Patos de Minas/MG
  • Cleber Carvalho de Castro Universidade Federal de Lavras, Lavras/MG

DOI:

https://doi.org/10.13058/raep.2014.v15n1.44

Keywords:

distribution channels, channel conflicts, natural fruit juice industry

Abstract

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.

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Author Biographies

Custódio Genésio da Costa Filho, Universidade Federal de Lavras, Lavras/MG

Mestrado em Administração/Gestão Estratégica pela FEAD/MG. Áreas de interesse em pesquisa: Estratégias de marketing e canais de distribuição

José Marcos Carvalho de Mesquita, Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte/MG

Doutor em Administração pela Universidade Federal de Minas Gerais. Áreas de interesse em pesquisa: Marketing de serviços e relacionamento, métodos quantitativos

Renato Borges Fernandes, Centro Universitário de Patos de Minas, Patos de Minas/MG

Mestrado em Administração/Gestão Estratégica pela FEAD/MG. Áreas de interesse em pesquisa: Estratégia, Marketing e Sistemas de Informação

Ronaldo Pereira Caixeta, Centro Universitário de Patos de Minas, Patos de Minas/MG

Mestrado em Administração/Gestão Estratégica pela FEAD/MG. Áreas de interesse em pesquisa: Comportamento do Consumidor, Marketing e Varejo

Cleber Carvalho de Castro, Universidade Federal de Lavras, Lavras/MG

Doutor em Agronegócio pela UFRGS. Áreas de interesse em pesquisa: Redes de organizações, Gestão da tecnologia e inovação, Ensino e Pesquisa em Administração

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Published

2014-03-31

How to Cite

Costa Filho, C. G. da, Mesquita, J. M. C. de, Fernandes, R. B., Caixeta, R. P., & Castro, C. C. de. (2014). WHAT SIZE SHARK DOES THE AQUARIUM NEED? A TEACHING CASE INVOLVING CONFLICT S IN DI STRIBUTI ON CHANNELS. Administração: Ensino E Pesquisa, 15(1), 93–112. https://doi.org/10.13058/raep.2014.v15n1.44

Issue

Vol. 15 No. 1 (2014): Janeiro-Março

Section

Articles

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