AmpliaciĆ³n de la capacidad de ventas de productos congelados en un supermercado
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Fecha
2004
Autores
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Idioma
es
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Universidad AndrƩs Bello
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Licencia CC
Licencia CC
Resumen
La principal cadena de supermercados en chile Jumbo S.A. se ha propuesto aumentar su participaciĆ³n en el mercado con la construcciĆ³n y adquisiciĆ³n de nuevos locales a lo largo de todo chile y mejorar las Ć”reas de mayor problema al interior del supermercado; todo esto con el objeto de hacer frente a las situaciones cada vez mĆ”s competitivas del mercado.
Una de estas Ć”reas de mayor problema al interior del supermercado es la que corresponde a los productos congelados, la cual posee diferencias hasta de un 18% en relaciĆ³n con la competencia. Esta diferencia ha sido mantenida por la incapacidad de la actual cadena de frĆo de ser ampliada y asĆ poder generar la diferencia al interior del supermercado para producir la ampliaciĆ³n necesaria.
De acuerdo a las estadĆsticas esta categorĆa de productos desde la apertura hasta hoy ha crecido en un 78 %, y realiza un aporte del 27,5 % a las ventas totales del supermercado, porcentajes susceptibles de ser ampliado por la gran demanda existente y la penetraciĆ³n que ha tenido esta categorĆa de productos en los estratos altos.
Como soluciĆ³n al problema se propone ampliar el espacio asignado a la venta de productos congelados en 32 metros, modificando el actual layout.
Para implementar la soluciĆ³n se propone utilizar equipos con unidades remotas independientes a la actual cadena de frĆo, lo que implica realizar una inversiĆ³n de $57,638,144 la que es recuperada en el primer semestre del segundo aƱo de la puesta en marcha del proyecto. El proyecto tiene una T.I.R. del 83% y un V.A.N. de $ 142,426,350.
Se puede concluir teniendo en cuenta los resultados financieros que el proyecto es altamente rentable; que se cumplen los objetivos de ampliaciĆ³n de las exhibiciones de productos congelados propuesta, se ofrece un mejor servicio y se evita la idea de escasez en el surtido por parte de los clientes.
Chileās main supermarket in the food chain industry, Jumbo S.A., has proposed to increase itās market participation with the construction and acquisition of new locals through out Chile and by improving areas with major problems inside the supermarket; all with the object of being able to face the more and more competitive market situations. One of the areas with major problems inside the supermarket belongs to the frozen products, which possess differences up to an 18% in relation to the competition. This difference has been sustained by the incapacity to amplify the actual cold chain, witch would generate the difference inside the supermarket to produce the extension needed. According to statistics, this product category, since itĀ“ s opening up to now, has grown 78% and contributes with a 27,5% to the supermarketĀ“ s total sales, percentages that are likely to being amplified by the existing great demand and the penetration that this product category has had in the high status. As a solution to the problem the proposition is to enlarge the space assigned to the frozen products in 32 meters, having to modify the actual layout. To establish this solution, the intention is to use equipment with distant independent unities to the actual cold chain, witch involves an investment of $57,638,144 that is recovered in the first semester of the projectās second year at course. The project has a T.I.R. of 83% and a V.A.N. of $142,426,360. One can conclude bearing in mind the financial results, that the project is highly profitable; that the object of enlarging the exhibition of frozen products is accomplished, a better service is offered and the idea of supply shortage is avoided by clients.
Chileās main supermarket in the food chain industry, Jumbo S.A., has proposed to increase itās market participation with the construction and acquisition of new locals through out Chile and by improving areas with major problems inside the supermarket; all with the object of being able to face the more and more competitive market situations. One of the areas with major problems inside the supermarket belongs to the frozen products, which possess differences up to an 18% in relation to the competition. This difference has been sustained by the incapacity to amplify the actual cold chain, witch would generate the difference inside the supermarket to produce the extension needed. According to statistics, this product category, since itĀ“ s opening up to now, has grown 78% and contributes with a 27,5% to the supermarketĀ“ s total sales, percentages that are likely to being amplified by the existing great demand and the penetration that this product category has had in the high status. As a solution to the problem the proposition is to enlarge the space assigned to the frozen products in 32 meters, having to modify the actual layout. To establish this solution, the intention is to use equipment with distant independent unities to the actual cold chain, witch involves an investment of $57,638,144 that is recovered in the first semester of the projectās second year at course. The project has a T.I.R. of 83% and a V.A.N. of $142,426,360. One can conclude bearing in mind the financial results, that the project is highly profitable; that the object of enlarging the exhibition of frozen products is accomplished, a better service is offered and the idea of supply shortage is avoided by clients.
Notas
Tesis (Ingeniero en EjecuciĆ³n Industrial)
Palabras clave
Supermercados., Alimentos Congelados, ComercializaciĆ³n