Planificación de la Política de Distribución de un Nuevo Producto Alimenticio

Abstract

Proper selection of the mode of distribution for a certain product can create a competitive advantage in customer service provided by a company. In this paper a distribution policy of a new food product from an existing enterprise is
proposed. To carry out the study, a survey was applied in order to obtain necessary information to determine the commercial strategy to address. The information is analyzed and areas and clusters are proposed to ensure the proper distribution of the product to retail customers, from developing distances and times matrices, and the application of savings valuation method. The implementation of the policy proposed, which involves redesigning the supply chain, generate competitive advantages for the organization, due to preferences of retail customers to be attended by the company.