Análisis de calidad y gestión en el proceso de layout, de la sección pescadería en supermercado
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Archivos
Fecha
2001
Autores
Profesor/a Guía
Facultad/escuela
Idioma
es
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Andrés Bello
Nombre de Curso
Licencia CC
Licencia CC
Resumen
El rápido avance producido en el campo de la venta de bienes y serviCIOS en los
supermercados modernos, ha producido un shock muy fuerte en quienes día a día deben
enfrentarse a las múltiples necesidades del complejo y exigente público del siglo XXI.
La complejidad de las demandas expuestas por el público, hizo que los holdings
mercadistas tomaran acciones claras y agresivas en la forma de atacar el problema, no
sólo desde el punto de vista administrativo, sino que más profundamente produciendo un
criterio de especialización técnica en cada una de las diversas áreas de venta del
supermercado.
Dicha tecnificación, correspondía a una especialización del personal que componía una
sección determinada, entrenándolo en áreas como atención personalizada, conceptos de
productividad y mermas y finalmente introduciéndolos al espació de la calidad en el todo.
Así cada una de las secciones, debieron tomar acciones en nuevas formas de complacer
las necesidades de su público, sobre todo aquellas que expendían un producto muy
complejo como es el producto perecible. Una de las secciones que más se vio afectada
por este problema fue la sección de pescadería, la cual observaba con temor como cada
día su público exigía un producto eminentemente fresco y de excelente calidad, sabiendo
además como detectar dicha frescura y calidad tan sólo con observar detenidamente el
producto.
Con esta nueva problemática a su lista, las gerencias decidieron abordar el problema de
esta sección, a través de una modificación completa de sus conceptos de calidad y formas
de gestionarla, para así permitir una avance progresivo en las diminuidas ventas de la
sección.
Así este estudio pretende entregar una herramienta más a la gerencia, con el fin de poder
dilucidar el claro y persistente problema que la sección de pescadería genera a cada uno
de los locales del supermercado.
No tan sólo en el hecho de incorporar nuevas formas de gestionar y optimizar el accionar
de ella sino también, poder determinar las diversas falencias que la sección pudiese tener
desde el punto de vista de quién más le exige, vale decir el cliente.
The merchandising of goods and services in the modern supermarkets has experienced a very fast evolution, which has impacted those who on a daily basis are confronted with the multiple needs of the most complex and demanding consumers of the century. The complexity of the people's new requests, has obliged the market holdings to take clear and aggressive decisions to cope with this situation, by changing their managing policies and styles but also making profound changes in the organization of the store introducing technical specialization criteria in any and each of the different retailing are as. Such technical approach derived in the specialization of the personnel working in those areas , with training including subjects as personalized customer services, productivity and loss control and ultimately, the concept of total quality management. Therefore, each one of the retailing areas had to implement actions and develop new ways to handle the needs of their customers, much more those areas dealing with fresh products. One of the most affected areas was the fishery section, because the customers started requesting not only fresh products but also of great quality. Besides, the customers had acquired the ability to detect the freshness and quality of the products. Based on the preceding reasons, management of the market holdings decided to deal with the problem of the fish retailing area by entirely modifying the concepts of quality and quality management, aiming at better positioning the area to improve and gain a better market share, thus boosting profitability. With all this in mind, it is the main objective of this study to provide supermarket management with additional ideas to help solving the ongoing problems of the fish retail area of a supermarket. This study provides new ways to manage the area and also tools to detect the various deficiencies that the area may have, from the consumer's point of view that is ultimately driving the success of the area.
The merchandising of goods and services in the modern supermarkets has experienced a very fast evolution, which has impacted those who on a daily basis are confronted with the multiple needs of the most complex and demanding consumers of the century. The complexity of the people's new requests, has obliged the market holdings to take clear and aggressive decisions to cope with this situation, by changing their managing policies and styles but also making profound changes in the organization of the store introducing technical specialization criteria in any and each of the different retailing are as. Such technical approach derived in the specialization of the personnel working in those areas , with training including subjects as personalized customer services, productivity and loss control and ultimately, the concept of total quality management. Therefore, each one of the retailing areas had to implement actions and develop new ways to handle the needs of their customers, much more those areas dealing with fresh products. One of the most affected areas was the fishery section, because the customers started requesting not only fresh products but also of great quality. Besides, the customers had acquired the ability to detect the freshness and quality of the products. Based on the preceding reasons, management of the market holdings decided to deal with the problem of the fish retailing area by entirely modifying the concepts of quality and quality management, aiming at better positioning the area to improve and gain a better market share, thus boosting profitability. With all this in mind, it is the main objective of this study to provide supermarket management with additional ideas to help solving the ongoing problems of the fish retail area of a supermarket. This study provides new ways to manage the area and also tools to detect the various deficiencies that the area may have, from the consumer's point of view that is ultimately driving the success of the area.
Notas
Tesis (Ingeniero en Acuicultura)
Palabras clave
Layout, Aplicaciones, Supermercado, Control de calidad, Procesos de Layout, Pescadería