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Cap 12 y 13 Canales de Distribución-2
Cap 12 y 13 Canales de Distribución-2
Preparado por
Thomas Gura
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1
Canales de Suministro
Cadena
Cadenadede
suministro
suministro La cadena conectada de
todas las entidades
empresariales, tanto
internos como externos a
la empresa, que realizan
o apoyan la función
logística.
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 2
Funciones de canales de Marketing
La
Laespecialización
especializaciónyyla
la
división
divisióndel
del trabajo
trabajo
La
Lasuperación
superaciónde
delas
lasdiscrepancias
discrepancias
Proporcionando
Proporcionandouna
una
eficiencia
eficienciade
decontactos
contactos
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 3
Funciones de canal
efectuadas por intermediarios
Promoción
Funciones
Funciones Negotiación
transaccionales
transaccionales
Asumir Riesgo
Distribución Fisica
logístico
logístico
funciones
funciones Inventario
logístico
logístico División
Facilitar Invetigación
Facilitar
funciones
funciones Financiamiento
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 4
La especialización y
la división del trabajo
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 5
La superación de las discrepancias
La
La diferencia
diferencia entre
entre la
la cantidad
cantidad de
de
Discrepancia
Discrepancia producto
producto producido
producido
de
de yy la
la cantidad
cantidad que
que un
un usuario
usuario final
final
Cantidad
Cantidad quiere
quiere comprar.
comprar.
La
La falta
falta de
de todos
todos los
los elementos
elementos
Discrepancia
Discrepancia de
de una
una
de
de las
las necesidades
necesidades deldel cliente
cliente para
para
Surtido
Surtido recibir
recibir lala plena
plena satisfacción
satisfacción dede un
un
producto
producto oo productos.
productos.
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 6
La superación de las discrepancias
Una
Una situación
situación queque se
se produce
produce
Temporal
Temporal cuando
cuando sese produce
produce un un producto,
producto,
Discrepancia
Discrepancia sino
sino una
una
cliente
cliente no
no está
está listo
listo aa comprarlo..
comprarlo..
La
La diferencia
diferencia entre
entre el
el
Spacial
Spacial ubicación
ubicación de
de un
un productor
productor yy la
la
Discrepancia
Discrepancia ubicación
ubicación de
de ampliamente
ampliamente
mercados
mercados dispersos.
dispersos.
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 7
Eficiencia de Contacto
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 8
Intermediarios/Middlemen
Una empresa o persona que presta servicios
relacionados con la compra o venta de un
producto a medida que fluye desde el productor
hasta el consumidor.
La desintermediación - proceso por el cual los
intermediarios tradicionales son eliminados ya
que las empresas cuestionan el valor añadido
por capas en el canal de distribución
Puede eliminar a los intermediarios, pero no las
actividades de distribución esenciales que
llevan a cabo
No reduce necesariamente los costos
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 9
Intermediarios
Un
Un intermediario
intermediario canal
canal que
que
Detallista
Detallista vende
vende principalmente
principalmente aa clientes
clientes
finales
finales
Una
Una institución
institución que
que compra
compra bienes
bienes
Merchant
Merchant de
de los
los fabricantes,
fabricantes, se se lleva
lleva el
el título
título
Mayorista
Mayorista aa los
los bienes,
bienes, los
los almacena
almacena yy lo lo
revende
revende yy los
los envía.
envía.
Venta
Venta al
al por
por mayor
mayor intermediarios
intermediarios
Agentes
Agentes yy que
que facilitan
facilitan la
la venta
venta de
de un
un producto
producto
Brokers
Brokers mediante
mediante la la representación
representación de de los
los
miembros
miembros del del canal..
canal..
Chapter 12
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Canales de Intermediarios
Detallistas
Detallistas Toman
TomanTitulo
Titulo
Merchant
Merchant
Mayoristas Toman
TomanTitulo
Titulo
Mayoristas
Agentes
Agentes
yy No
Notoman
tomantitulo
titulo
Brokers
Brokers
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 11
Los factores que indican tipo de
actividad mayorista intermediario
para Usar
Caracteristicas
Caracteristicasdel
del
Producto
Producto
Caracteristicas
Caracteristicasdel
del
Comprador
Comprador
Caracteristicas
Caracteristicasdel
del
Mercado
Mercado
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 12
Los factores que indican que tipo
de actividad mayorista
intermediario usar
Factor Merchant Agentes/
Mayorista Brokers
Nature of product Standard Nonstandard,
custom
Technicality of product Complex Simple
Time between order and receipt of Shorter lead time Longer lead time
shipment
Number of customers Many Few
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 13
Logistica
El proceso de manejar
Logistica
Logistica estratégicamente el flujo
eficiente y almacenamiento de
materias primas, el inventario
en proceso y productos
terminados desde el punto de
origen al punto de consumo.
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 14
Chanales para productos de
consumo
Canal
Canal
Directo
Directo Un canal de distribución en la
que los productores venden
directamente a los
consumidores.
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 15
Chanales para productos de
consumo
Direct Retailer Wholesaler Agent/Broker
Channel Channel Channel Channel
Agents or
Brokers
Wholesalers Wholesalers
Chapter 12
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Chanales para productos de
consumo
15-17
Chapter 12
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Disposición de alternativas de
canal
Multiple
No tradicionales
Alianzas Estrategicas
Chapter 12
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Gestión de la cadena de suministro
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 20
Papel de la Administración de la
Cadena de Suministro
Comunicador
Comunicador of
of customer
customer demand
demand
from
from point
point of
of sale
sale
to
to supplier
supplier
Flujo
Flujo Fisico
Fisico that
that engineers
engineers the
the
movement
movement ofof goods
goods
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 21
Responsabilidades de los Administradores de la
cadena de suministro
decisiones de estrategia de canal
Suministro y la adquisición de las materias primas
Los programas de producción
Procesando orden
La gestión del inventario
Los productos terminados / transporte y
almacenamiento suministros
La coordinación del servicio de atención al cliente
Gestión de la cadena de suministro flujo de
información
Las relaciones entre las partes
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 22
The Supply Chain Process
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 23
Beneficios de suministro gestión de la
Cadena
Diferenciación
Diferenciación
Costos
Costosreducidos
reducidos
flexibilidad
flexibilidad
Mejor
Mejorservicio
servicioalalcliente
cliente
Mayores
Mayoresingresos
ingresos
Chapter 12 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 24
Las decisiones de estrategia
de canal
Factors
Factors Nivel
Nivel de
de
Affecting
Affecting Distribución
Distribución
Channel
Channel Intensidad
Intensidad
Choice
Choice
Market
Market Factors
Factors Intensivo
Intensivo Distribución
Distribución
Product
Product Factors
Factors Selectivo
Selectivo Distribución
Distribución
Producer
Producer Factors
Factors Exclusivo
Exclusivo Distribución
Distribución
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 25
Market Factors
Customer
Customer profiles
profiles
Consumer
Consumer or
or Industrial
Industrial
Customer
Customer
Market
Market Size
Size of
of market
market
Factors
Factors
That
That Affect
Affect
Channel
Channel
Choices
Choices Geographic location
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 26
Product Factors
Product
Product Complexity
Complexity
Product
Product Price
Price
Product
Product Standardization
Standardization
Product
Product Product
Factors Product Life
Life Cycle
Cycle
Factors
That
That Affect
Affect
Channel
Channel Product
Product Delicacy
Delicacy
Choices
Choices
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 27
Producer Factors
Producer
Producer Resources
Resources
Number
Number of
of Product
Product Lines
Lines
Producer
Producer
Factors
Factors
That
That Affect
Affect
Channel Desire
Desire for
for Channel
Channel Control
Control
Channel
Choices
Choices
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 28
Los niveles de intensidad de
Distribución
AAform
formof
ofdistribution
distributionaimed
aimedatat
Intensivo
Intensivo having
havingaaproduct
productavailable
availablein
in
every
everyoutlet
outlet
AAform
formofofdistribution
distributionachieved
achieved
Selectivo
Selectivo by
byscreening
screeningdealers
dealersto
toeliminate
eliminate
all
allbut
butaafew
fewininany
anysingle
singlearea
area
AAform
formofofdistribution
distributionthat
that
Exclusivo
Exclusivo established
establishedone
oneororaafew
few
dealers
dealerswithin
withinaagiven
givenarea
area
Chapter 12
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Levels of Distribution Intensity
Intensity Number of
Objective
Level Intermediaries
Chapter 12
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Dimensiones Sociales de los
Canales
Poder
Poder
Control
Control
Liderazgo
Liderazgo
Conflicto
Conflicto
Partnering
Partnering
Chapter 12
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Channel Power, Control,
and Leadership
Channel
Channel AAchannel
channelmember’s
member’scapacity
capacitytotocontrol
controlor
or
Power
Power influence the behavior of other channel members
influence the behavior of other channel members
AAsituation
situationthat
thatoccurs
occurswhen
whenone
onemarketing
marketing
Channel
Channel channel
channelmember
memberintentionally
intentionallyaffects
affectsanother
another
Control
Control member’s
member’sbehavior
behavior
Channel
Channel AAmember
memberof ofaamarketing
marketingchannel
channelthat
thatexercises
exercises
Leader
Leader authority/power
authority/powerover
overthe
theactivities
activitiesof
ofother
othermembers
members
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 32
Conflictos de Canal y Partnering
Un
Unchoque
choquede
deobjetivos
objetivosyymétodos
métodos
Conflicto
Conflictode
de Entre
Entrelos
losmiembros
miembrosdeldelcanal
canal
Canal
Canal de
dedistribución
distribución
The
Thejoint
jointeffort
effortof
ofall
allchannel
channel
Channel
Channel members
membersto tocreate
createaasupply
supplychain
chain
Partnering
Partnering that
thatserves
servescustomers
customersand and
creates
createsaacompetitive
competitiveadvantage
advantage
Chapter 12
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Conflicto de Canal
Chapter 12
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Channel Partnering
Transaction-Based Partnership-Based
Short-term Long-term
Supplier /
Adversarial Cooperative
Manufacturer
Relationships Independent Dependent
Price important Value-added services
Number of
Many Few
Suppliers
Information
Minimal High
Sharing
Investment
Minimal High
Required
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 35
Componentes logísticos de la cadena
de suministro
Sourcing
Sourcing&&Procurement
Procurement
System
InformationSystem
Production
ProductionScheduling
Scheduling
LogisticsInformation
Equipo Order
OrderProcessing
Processing
Supply
Chain Inventory
InventoryControl
Control
Logistics
Warehouse
Warehouse&&Materials
MaterialsHandling
Handling
Transportation
Transportation
Chapter 12
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Contratación y Compras
El
El Rol
Rol de
de “Purchasing”:
“Purchasing”:
Chapter 12
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Programación de la producción
Push / Pull
Push Pull
Strategy
Start of Inventory- Customer-Order
Production Based Based
Chapter 12
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Just-in-Time Manufacturing
Chapter 12
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Beneficios de JIT
Chapter 12
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JIT Requisitos
Receive
Receive high-quality
high-quality parts
parts
Meet
Meet supplier
supplier delivery
delivery commitments
commitments
Have
Have aa crisis
crisis management
management plan
plan
Chapter 12
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Procesamiento de Pedidos
Electronic
Electronic
Tecnología de la información que sustituye a los
documentos en papel que acompañan a las
Data
Data transacciones comerciales con la transmisión
Interchange
Interchange
electrónica de la información.
Chapter 12
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Procesamiento de Pedidos
Sistema
Sistemadede Un método de desarrollo y
control
control mantenimiento de un surtido adecuado
de materiales o productos para
de
deIntentario
Intentario satisfacer una demanda del fabricante o
de un cliente.
Chapter 12
11 Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 43
Procesamiento de Pedidos
Materials
Materials An
Aninventory
inventorycontrol
controlsystem
systemthat
thatmanages
manages
Requirement
Requirement the replenishment of raw materials,
the replenishment of raw materials,
Planning supplies,
supplies,and
andcomponents
componentsfrom
fromthe
the
Planning supplier
(MRP)
(MRP) supplierto
tothe
themanufacturer.
manufacturer.
Distribution
Distribution
Resource An
Aninventory
inventorycontrol
controlsystem
systemthat
thatmanages
manages
Resource the
Planning thereplenishment
replenishmentofofgoods
goodsfrom
fromthe
the
Planning manufacturer
(DRP) manufacturertotothe
thefinal
finalconsumer.
consumer.
(DRP)
Chapter 12
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Materials Handling Functions
Receive goods into
warehouse
Water
Pipelines
Motor Carriers
Railroads
Chapter 12
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La seleción del modo de
Transporte
Costo
El tiempo de
tránsito
Confiabilidad
Capacidad
Accesibilidad
Rastreo
Chapter 12
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Criteria for Ranking
Modes of Transportation
Highest Lowest
LO7
Traceability Air Truck Rail Water Pipe
Chapter 12
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Trends in Supply Chain
Management
Advanced
Advanced computer
computer technology
technology
Outsourcing
Outsourcing of
of logistics
logistics functions
functions
Electronic
Electronic distribution
distribution
Chapter 12
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