Propuesta de un sistema de distribución para la Empresa Empanattos en la ciudad de Cuenca para el 2013

Abstract

This study contains an analysis of the current situation of the Empanattoscompany, as well as a study about the restrictions with respect to the product and the market, this information serves as a basis for identifying the alternatives that will be evaluated in the following stages. Several alternatives are presented like options for distributing the product. By using these options it is important to obtain all the information that the company does not know in order to choose the best options in the most objective, possible way. Also, with all the necessary information in the project we can count on an exhaustive analysis of each option in concordance with the proposed criteria. This criteria is consistent with the proposed goals. Each alternative was analyzed according to their performance, sales potential, income facility, investment, and support to the brand. After analyzing all the alternatives a mixed distribution channel has been chosen, in which the product will be distributed in three different ways, through branches strategically located in the city, using itinerant sellers to serve the markets made up of the commercial employees from downtown city and using the bars as distributors of educational institutions with more than 300 students.

Finally on each channel is established portfolio of products, prices, margins, promotion and evaluation indicators for each channel.