PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND
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Data de Publicação: | 2011 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/38526 |
Resumo: | This case was based on the problems facing the Delta, a leader in the Brazilian urban pest control, from the dengue epidemic in the summer of 2007/2008, while sales of insecticides and repellants by industry players reached volumes significantly higher than expectations. Failures in forecasting demand caused shortages of products to sell, wear the company's relationship with its dealers, difficulties in production and also loss of market share from DELTA and GAMMA deputy leader for alternative brands. The nature of the problems suggests questions involving the structure of industry and the establishment of the marketing arena, as well as decisions on governance, administration and management involved in setting up own business. Constructed from data collected through literature review, desk research and direct observation techniques, the narrative unfolds from the ideas of uncertainty, organizational transformation and integration by providing opportunities for exploiting the case in disciplines of Strategy, Marketing, Production and Ethics, preferably at the graduate level or raw materials of post-graduation. |
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PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMANDPLANEJAMENTO DE CENÁRIOS E AMPLIFICAÇÃO DA VARIABILIDADE DA DEMANDAGestão de EstoquesPrevisão de VendasIncerteza AmbientalDengue.Inventory ManagementSales ForecastEnvironmental UncertaintyDengue.This case was based on the problems facing the Delta, a leader in the Brazilian urban pest control, from the dengue epidemic in the summer of 2007/2008, while sales of insecticides and repellants by industry players reached volumes significantly higher than expectations. Failures in forecasting demand caused shortages of products to sell, wear the company's relationship with its dealers, difficulties in production and also loss of market share from DELTA and GAMMA deputy leader for alternative brands. The nature of the problems suggests questions involving the structure of industry and the establishment of the marketing arena, as well as decisions on governance, administration and management involved in setting up own business. Constructed from data collected through literature review, desk research and direct observation techniques, the narrative unfolds from the ideas of uncertainty, organizational transformation and integration by providing opportunities for exploiting the case in disciplines of Strategy, Marketing, Production and Ethics, preferably at the graduate level or raw materials of post-graduation.Este caso para ensino foi elaborado a partir dos problemas enfrentados pela DELTA, líder no mercado brasileiro de controle de pragas urbanas, a partir da epidemia de dengue do verão de 2007/2008, quando as vendas de inseticidas e repelentes pelos players do setor atingiram volumes significativamente superiores às expectativas. Falhas na previsão de demanda causaram escassez de produtos nos pontos de venda, desgastes no relacionamento da empresa com seus revendedores, dificuldades nas unidades de produção e também perda de participação de mercado da DELTA e da vice-líder GAMA para marcas alternativas. Anatureza dos problemas levantados sugere questionamentos que envolvem a estrutura da indústria e a constituição da arena do mercado, bem como decisões de governança, gestão e gerência envolvidas na configuração do próprio negócio. Construída a partir de dados coletados por meio de pesquisa bibliográfica, investigação documental e técnicas deobservação direta, a narrativa se desdobra a partir das idéias de incerteza, transformação organizacional e integração, proporcionando possibilidades de aproveitamento do caso em disciplinas de Estratégia, Marketing, Produção e Ética, preferencialmente em cursos de graduação ou em matérias básicas de programas de pós-graduação.Universidade Federal do Rio Grande do Sul2011-12-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionTeaching CaseAvaliado pelos paresCaso de Ensinoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/38526Electronic Review of Administration; Vol. 17 No. 3 (2011): Edição 70 - set/dez 2011; 823-846Revista Electrónica de Administración; Vol. 17 Núm. 3 (2011): Edição 70 - set/dez 2011; 823-846Revista Eletrônica de Administração; v. 17 n. 3 (2011): Edição 70 - set/dez 2011; 823-8461413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/38526/24748Dais de Faria, MarinaFelicio dos Santos de Carvalho, José Luisinfo:eu-repo/semantics/openAccess2013-04-12T13:14:56Zoai:seer.ufrgs.br:article/38526Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-04-12T13:14:56REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND PLANEJAMENTO DE CENÁRIOS E AMPLIFICAÇÃO DA VARIABILIDADE DA DEMANDA |
title |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND |
spellingShingle |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND Dais de Faria, Marina Gestão de Estoques Previsão de Vendas Incerteza Ambiental Dengue. Inventory Management Sales Forecast Environmental Uncertainty Dengue. |
title_short |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND |
title_full |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND |
title_fullStr |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND |
title_full_unstemmed |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND |
title_sort |
PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND |
author |
Dais de Faria, Marina |
author_facet |
Dais de Faria, Marina Felicio dos Santos de Carvalho, José Luis |
author_role |
author |
author2 |
Felicio dos Santos de Carvalho, José Luis |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Dais de Faria, Marina Felicio dos Santos de Carvalho, José Luis |
dc.subject.por.fl_str_mv |
Gestão de Estoques Previsão de Vendas Incerteza Ambiental Dengue. Inventory Management Sales Forecast Environmental Uncertainty Dengue. |
topic |
Gestão de Estoques Previsão de Vendas Incerteza Ambiental Dengue. Inventory Management Sales Forecast Environmental Uncertainty Dengue. |
description |
This case was based on the problems facing the Delta, a leader in the Brazilian urban pest control, from the dengue epidemic in the summer of 2007/2008, while sales of insecticides and repellants by industry players reached volumes significantly higher than expectations. Failures in forecasting demand caused shortages of products to sell, wear the company's relationship with its dealers, difficulties in production and also loss of market share from DELTA and GAMMA deputy leader for alternative brands. The nature of the problems suggests questions involving the structure of industry and the establishment of the marketing arena, as well as decisions on governance, administration and management involved in setting up own business. Constructed from data collected through literature review, desk research and direct observation techniques, the narrative unfolds from the ideas of uncertainty, organizational transformation and integration by providing opportunities for exploiting the case in disciplines of Strategy, Marketing, Production and Ethics, preferably at the graduate level or raw materials of post-graduation. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-12-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Teaching Case Avaliado pelos pares Caso de Ensino |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38526 |
url |
https://seer.ufrgs.br/index.php/read/article/view/38526 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38526/24748 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 17 No. 3 (2011): Edição 70 - set/dez 2011; 823-846 Revista Electrónica de Administración; Vol. 17 Núm. 3 (2011): Edição 70 - set/dez 2011; 823-846 Revista Eletrônica de Administração; v. 17 n. 3 (2011): Edição 70 - set/dez 2011; 823-846 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
_version_ |
1799766201980682240 |