Implementación de un plan estratégico de cobertura de clientes detallistas a nivel nacional aplicado a una compañia de consumo masivo

Abstract

Nowadays the competence level among mass products companies is increasing and turning more aggressive. For this reason it is very important to have an efficient distribution system with the objective to offer product availability in the moment and place where the final consumer needs it. The proposal is to implement a strategy where the manufacturing company, who has the know-how of the market and products, gives this knowledge to the distributor in order to develop actions to incentive the distributor to get to the retailers and this way to accomplish a national coverage, and also sharing the operational and financial charges between the manufacturing company and the distributor.