Bibliographic citations
Huidobro, D., Lomparte, V., Morales, G., Valdez, M. (2019). Propuesta de un nuevo modelo de distribución para el canal Horeca de una empresa de consumo masivo [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/628057
Huidobro, D., Lomparte, V., Morales, G., Valdez, M. Propuesta de un nuevo modelo de distribución para el canal Horeca de una empresa de consumo masivo [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/628057
@mastersthesis{renati/369619,
title = "Propuesta de un nuevo modelo de distribución para el canal Horeca de una empresa de consumo masivo",
author = "Valdez Arana, Mirtha",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
In a leader mass consumption company in the poultry sector, its Horeca business unit, one of the Food Service sales channel, has been showing a decreasing trend in its market position. From this premise as a starting point, a quantitative and qualitative analysis have been developed, to determine the root cause of the Horeca business unit problem. The analysis lead us to conclude that the problem cause is the inadequacy of the corporation's general distribution model applied to the Horeca business unit. A new business strategy is developed for Horeca, focused on an appropriate distribution model to respond to the critical variables of this business unit, and also taking into consideration the company context as an ongoing business which the Horeca unit is part of. To develop an improved distribution model proposal, the efficient consumer response (ECR) concept is analyzed, and two strategies were presented and evaluated: a warehouse decentralization and the certified delivery in late hours. Both were subjected to a prioritization matrix, and as a result, for the purposes of this work, the option to be implemented is the certified delivery in late hours, as an alternative that solves the Horeca distribution model problem and complements the general distribution system as an added value. The implementation of the certified delivery in late hour distribution model, is developed for an initial phase, supported by its viability financial analysis.
This item is licensed under a Creative Commons License