IDEAS home Printed from https://ideas.repec.org/a/abg/anprac/v25y2021ispe1465.html
   My bibliography  Save this article

Chocolates and ‘Legrias’: Dilemma of the Best Sales Channel

Author

Listed:
  • Andre Luiz Barbosa da Silva
  • Ricardo Limongi
  • Alessandra Cristina Gomes
  • Daiana Pimenta

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.

Suggested Citation

  • Andre Luiz Barbosa da Silva & Ricardo Limongi & Alessandra Cristina Gomes & Daiana Pimenta, 2021. "Chocolates and ‘Legrias’: Dilemma of the Best Sales Channel," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 25(Spe), pages 200235-2002.
    • Handle: RePEc:abg:anprac:v:25:y:2021:i:spe:1465
    as

    Download full text from publisher

    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1465
    Download Restriction: no
    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1465/1651
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wang, Yonggui & Hong, Aoran & Li, Xia & Gao, Jia, 2020. "Marketing innovations during a global crisis: A study of China firms’ response to COVID-19," Journal of Business Research, Elsevier, vol. 116(C), pages 214-220.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    2. David Benjamin Billedeau & Jeffrey Wilson & Naima Samuel, 2022. "From Responsibility to Requirement: COVID, Cars, and the Future of Corporate Social Responsibility in Canada," Sustainability, MDPI, vol. 14(11), pages 1-16, May.
    3. Syed Imran Zaman & Sharfuddin Ahmed Khan & Sahar Qabool & Himanshu Gupta, 2023. "How digitalization in banking improve service supply chain resilience of e-commerce sector? a technological adoption model approach," Operations Management Research, Springer, vol. 16(2), pages 904-930, June.
    4. Xie, Junyi & Ifie, Kemefasu & Gruber, Thorsten, 2022. "The dual threat of COVID-19 to health and job security – Exploring the role of mindfulness in sustaining frontline employee-related outcomes," Journal of Business Research, Elsevier, vol. 146(C), pages 216-227.
    5. Ferdy F. F. Nuus & Petra C. M. Neessen & Cosmina L. Voinea & Marjolein C. J. Caniëls, 2022. "Sustainable Innovation in the Financial Sector during the Corona Crisis: How Discontinuity Affects Sustainable Innovation, Sustainable Entrepreneurial Orientation, and Absorptive Capacity," Sustainability, MDPI, vol. 14(11), pages 1-15, May.
    6. Minseo Kim & Seongbae Lim & Yeong-wha Sawng, 2022. "A Study on Growth Engines of Middle Market Enterprise (MME) of Korea Using Meta-Analysis," Sustainability, MDPI, vol. 14(3), pages 1-22, January.
    7. Su, Chi-Wei & Yuan, Xi & Umar, Muhammad & Lobonţ, Oana-Ramona, 2022. "Does technological innovation bring destruction or creation to the labor market?," Technology in Society, Elsevier, vol. 68(C).
    8. Walas-Trębacz Jolanta & Bartusik Katarzyna, 2023. "Identification of risk types in innovation projects," International Journal of Contemporary Management, Sciendo, vol. 59(4), pages 74-93, December.
    9. Jeong, Dayun & Ko, Eunju & Taylor, Charles R., 2023. "Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping," Journal of Business Research, Elsevier, vol. 154(C).
    10. Wang, Wei & Zhang, Yue-Jun, 2022. "Does China's carbon emissions trading scheme affect the market power of high-carbon enterprises?," Energy Economics, Elsevier, vol. 108(C).
    11. Jiang, Yangyang & Stylos, Nikolaos, 2021. "Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during COVID-19 pandemic," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    12. Samson Adeoluwa Adewumi, 2021. "Students’ Entrepreneurial Mindset in the Era of Global Health Pandemic: Perspective from the University of Lagos, Nigeria," Eurasian Journal of Business and Management, Eurasian Publications, vol. 9(1), pages 71-89.
    13. Marco Bettiol & Mauro Capestro & Eleonora Maria & Stefano Micelli, 2021. "Reacting to the COVID-19 pandemic through digital connectivity with customers: the Italian experience," Italian Journal of Marketing, Springer, vol. 2021(4), pages 305-330, December.
    14. Atefeh Naseri & Vahid Kayvanfar & Shaya Sheikh & Frank Werner, 2022. "Social Media’s Role in Achieving Marketing Goals in Iran during the COVID-19 Pandemic," Social Sciences, MDPI, vol. 11(11), pages 1-19, November.
    15. Shih, Yu-Yuan & Lin, Chih-An, 2022. "Co-location with marketing value activities as manufacturing upgrading in a COVID-19 outbreak era," Journal of Business Research, Elsevier, vol. 148(C), pages 410-419.
    16. Reinecke, Sven & Renner, Susanna, 2021. ""Rückbesinnung auf das Echte" - Veränderungen im Kundenverhalten, Trends und Herausforderungen in Marketing und Verkauf ab 2021," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(5), pages 52-59.
    17. Dahlke, Johannes & Bogner, Kristina & Becker, Maike & Schlaile, Michael P. & Pyka, Andreas & Ebersberger, Bernd, 2021. "Crisis-driven innovation and fundamental human needs: A typological framework of rapid-response COVID-19 innovations," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    18. Emil Adámek & Lukáš Durda & Michal Fridrich & Veronika Nálepová, 2023. "How Firms in the Service Sector Changed Their Behavior During the Covid-19 Pandemic - A Case Study from the Moravian-Silesian Region," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 56-69.
    19. Crespo, Nuno Fernandes & Crespo, Cátia Fernandes & Silva, Graça Miranda & Nicola, Maura Bedin, 2023. "Innovation in times of crisis: The relevance of digitalization and early internationalization strategies," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    20. João Coelho Soares & Ricardo Limongi & João Henriques De Sousa Júnior & Weverson Soares Santos & Michele Raasch & Lenoir Hoeckesfeld, 2023. "Assessing the effects of COVID-19-related risk on online shopping behavior," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 82-94, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:abg:anprac:v:25:y:2021:i:spe:1465. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Information Technology of ANPAD (email available below). General contact details of provider: http://anpad.org.br .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.