{"id":3542,"date":"2020-08-17T11:17:39","date_gmt":"2020-08-17T16:17:39","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3542"},"modified":"2021-02-19T16:49:09","modified_gmt":"2021-02-19T21:49:09","slug":"desintermediar-la-venta-oportunidades-y-problemas-gestion","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2020\/08\/17\/desintermediar-la-venta-oportunidades-y-problemas-gestion\/","title":{"rendered":"Diario Gesti\u00f3n"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:25;line-height:1.32;\"><p class=\"entry-title fusion-responsive-typography-calculated\" data-fontsize=\"60\" data-lineheight=\"60px\">Desintermediar la venta: oportunidades y problemas<\/p><\/h3><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-text fusion-text-1\"><p>No solo el consumidor ha cambiado frente al COVID-19, las empresas han variado la forma de hacer llegar sus productos y servicios: desde cat\u00e1logos por WhatsApp hasta productos en nuevos canales de venta. Entre las distintas maneras, han destacado 5 rutas: la desintermediaci\u00f3n de canales, el racionamiento en la cobertura, el delivery propio o tercerizado por Apps, el comercio electr\u00f3nico y un protagonismo creciente de los formatos oscuros (tiendas o restaurantes sin atenci\u00f3n al p\u00fablico).<\/p>\n<p>Muchas de estas nuevas maneras de llegar a los clientes se mantendr\u00e1n, pero otras todav\u00eda enfrentan desaf\u00edos. Por ejemplo, \u00bfse mantendr\u00e1 la venta directa o desintermediaci\u00f3n de canales que algunas empresas establecieron? Los canales de venta se gestionan como una cadena que va desde el producto elaborado hasta la posesi\u00f3n del comprador, ya sea B2B o B2C, donde intervienen varios actores: distribuidores, canal mayorista, canal minorista, dealers, franquiciados y muchos m\u00e1s. \u00a0Cuando un eslab\u00f3n se salta a alg\u00fan otro eslab\u00f3n, se habla de desintermediaci\u00f3n. Este es un proceso que modifica la estructura convencional de una cadena de ventas.<\/p>\n<p>Durante este periodo de cuarentena, empresas de diversos sectores han encontrado en la desintermediaci\u00f3n una manera de paliar la ca\u00edda de ventas, recuperar cobertura de distribuci\u00f3n o mantener la fidelidad de sus clientes. Hemos visto como marcas de golosinas, embutidos y av\u00edcolas han ofrecido parte o todo su portafolio a trav\u00e9s de tiendas virtuales, aplicaciones (con delivery incluido) y\/o redes sociales.<\/p>\n<p>La desintermediaci\u00f3n cuando no elimina al siguiente eslab\u00f3n, sino que lo complementa atendiendo al subsiguiente, puede generar conflictos en el canal. Por ejemplo, si un fabricante vend\u00eda a trav\u00e9s de detallistas y ahora atiende directamente al usuario final; no reemplaza a dicho canal, sino que lo complementa. Si a trav\u00e9s del nuevo canal ofrece promociones o descuentos de precio, enfrentar\u00e1 conflictos en la relaci\u00f3n con su canal habitual. Algunas empresas han evitado dichos conflictos ofreciendo el portafolio de productos en presentaciones diferenciadas, tales como cambios de formato (tama\u00f1o, sabor, etiquetado, etc.) o descuentos por volumen. As\u00ed, no son comparables con la oferta regular en los canales pre-existentes.<\/p>\n<p>Desintermediar, como alternativa de emergencia para compensar la ca\u00edda de ingresos, ha tra\u00eddo desaf\u00edos log\u00edsticos, los que en algunos casos han representado costos superiores al margen de ganancia. Desde la perspectiva del consumidor, al reactivarse los canales habituales, deber\u00e1 encontrar beneficios adicionales para convertir la compra directa en nuevo h\u00e1bito. \u00bfLa desintermediaci\u00f3n ser\u00e1 permanente?<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:33px;width:100%;\"><\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#003591;--button_gradient_bottom_color:#003591;--button_gradient_top_color_hover:rgba(24,27,32,0.92);--button_gradient_bottom_color_hover:rgba(24,27,32,0.92);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/willardmanrique.pe\/wp-content\/uploads\/2021\/02\/17-08-20_Diario-Gestion.jpeg\"><span class=\"fusion-button-text\">revisa la nota completa<\/span><i class=\"fa-angle-right fas button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3682,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[134],"tags":[],"class_list":["post-3542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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