Modelo de gestión estratégica para el desarrollo de canales de distribución en el sector editorial, aplicado a editorial Don Bosco con su línea de diccionarios LNS

Abstract

This strategic management model based on the case study Editorial Don Bosco for dictionaries and high line, aims to provide its management with a tool to facilitate and optimize the decisions they must make. While contribute with general information on the development of the publishing of textbooks, of which little or nothing is known but which has a very important sector, not only by the amount of investment and income it generates, but by the context in which it operates to be present throughout the process of educating children and adolescents.

Pala case study application generating a distribution channel model was proposed as a means to offset the decline in sales of products such factors as underserved markets, high turnover of sales staff and aggressive competition.

It began with an analysis of the company and its environment based on the model of the five forces of Professor Michael Porter, identifying key factors to which the company is facing through the SWOT analysis of Philip Kotler / Gray Armstrong, establishing the aligned to the mission and vision of the company leveraged criteria Kotler Porter and applying compensatory evaluation criteria for selecting channels grinder Sebastian J. channels to finally throw these strategic objectives over time presenting the results and strategic objectives financial indicators.

Although this work has been applied to a particular product line, the company is considering other lines and divisions include this type of distribution.