Philips Morris: mudanças na gestão de vendas ao pequeno varejo

• Autor(a) principal: Ely, Guilherme
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/26628
• topic: modelo de vendas; distribuição ao varejo; eficiências operacionais; teleatendimento; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

The present study aims to present the process of analysis and implementation of a project to redesign the sales and distribution model of products from an important tobacco industry to its retail network. A pilot project was implemented in a specific geographic area intending mainly to reduce logistic operational costs in the local retailer network, replacing field sellers visits by telemarketing to small retailers. With the beginning of the operation, some problems were identified, mainly reported by customers who did not receive the visit of the sellers and that led to revision and improvement of the model. This paper presents the technological account of the steps taken by the company, based on the market analysis and value chain, market segmentation implemented in order to improve the efficiency of the sales and distribution process, the change in the model and implementation of the project evaluation of initial results by managers and clients. After the diagnosis, the problem was identified, namely the need to improve the new sales and distribution model, aiming not only to reduce costs, but also to create value for the customer base.