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

• Autor(a) principal: Costa Filho, Custódio Genésio da
• Data de Publicação: 2014
• Outros Autores: Mesquita, José Marcos Carvalho de, Fernandes, Renato Borges, Caixeta, Ronaldo Pereira, Castro, Cleber Carvalho de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/44
• topic: distribution channels; channel conflicts; natural fruit juice industry; canais de distribuição; conflitos em canais; indústria de sucos naturais

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 nationaldistribution 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.