Planificación de demanda, en empresas con estilo de venta por catálogo
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Fecha
2011
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Editor
Corporación Universitaria Lasallista
Resumen
Abstract
This work documented and organized the procedures used for business intelligence in the strategic
planning sections of catalog sales companies. These companies have several particularities and differences if they are compared to traditional retail sales
companies, which go to market according to a dependence on retailers or third parties. Direct sales companies base their marketing strategies in each catalog, introducing a new sales scenario for products,
offers and campaign focuses. Products are offered
to consumers trough the work of independent sales
representatives, who earn a commission percentage
on every sale they make. Sales planning in this kind
of companies starts at the marketing department and
directly impact the supply chain, in order to have the
items available while the catalog is in force. This scenario brings logistic inconveniences every time products are oversold (an excess of demand that goes
beyond the capacity a company has to produce those
products) or in the opposite case, when they are undersold. Examples of these inconveniences are the
excess of the lack of inventory, plus the not adequate income expectations. Both undesired scenarios of
over sales and under sales directly impact the sales
system and the final consumer perceives a bad image
of the company, affecting the brand.
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Palabras clave
Ventas por catálogo, Inteligencia de negocios, Administración de empresas, Sobre venta, Mercadeo, Corporación Universitaria Lasallista