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

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.

摘要 本教学案例旨在探析拓展分销渠道与新产品推出过程中面临的多重挑战。本报告聚焦巴西一家小型巧克力生产企业，详述了该企业在新冠疫情（COVID-19）期间的企业架构搭建、生产流程、品牌理念、售价制定逻辑以及分销渠道选择等内容。该企业曾在市场中遭遇多重困境：产品适配分销渠道的程度较低、成本与售价偏高，且品牌定位欠妥，最终导致销售额低迷。在通过重塑品牌与更新定价理念完成品牌重新定位后，本案例提出了如下两难命题：在新冠疫情引发的危机背景下，对于完成重组的该企业而言，最优分销渠道为何？本案例的教学目标聚焦于分销渠道选择的方案分析，需考量落地实施挑战、早期产品的交易成本以及疫情带来的不确定性场景，同时涵盖销售渠道理念与分销实践的应用。本案例可应用于管理学领域的本科及工商管理硕士（MBA）课程，旨在引导学生深入思考小型创业者搭建分销渠道的架构与面临的挑战。