{"id":4638,"date":"2022-10-26T12:00:12","date_gmt":"2022-10-26T17:00:12","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4638"},"modified":"2022-10-28T21:19:33","modified_gmt":"2022-10-29T02:19:33","slug":"gestion-pe","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2022\/10\/26\/gestion-pe\/","title":{"rendered":"Gestion.pe"},"content":{"rendered":"
<\/div><\/div>

La presi\u00f3n log\u00edstica en la gesti\u00f3n comercial<\/h3><\/div>
<\/div>

Por Willard Manrique<\/span><\/b>,\u00a0<\/span><\/i><\/b>\u00a0<\/span><\/p>\n

CEO de Grupo Crosland, Profesor del PAD Escuela de Direcci\u00f3n de la Universidad de Piura<\/span>.<\/span><\/i>\u00a0<\/span><\/p>\n

La recesi\u00f3n y la inflaci\u00f3n no dejar\u00e1n de plantear desaf\u00edos a las industrias y a su gesti\u00f3n comercial. Aunque no todos los sectores son tan susceptibles a las dificultades de la cadena de suministros globales (ya sea por una mejor gesti\u00f3n y por factores de normalizaci\u00f3n) se imponen nuevas reglas ante un uso m\u00e1s controlado-racional del dinero de los compradores, encarecimiento del cr\u00e9dito y stocks e inventarios acumulados, propios de la desaceleraci\u00f3n del consumo que trae la inflaci\u00f3n.<\/span>\u00a0<\/span><\/p>\n

El escenario inflacionario impacta en los costos log\u00edsticos y, consecuentemente, condicionan la gesti\u00f3n comercial. Los costos por fletes, de mano de obra y otros procesos de la cadena de suministros que terminan traslad\u00e1ndose -tarde o temprano- a los clientes finales suman complejidad al proceso; m\u00e1s a\u00fan si consideramos que muchos almacenes e inventarios comenzar\u00e1n a coparse. La reconfiguraci\u00f3n de portafolios, ajustes en la propuesta de valor, desarrollo de nuevas referencias o SKUs, incursi\u00f3n en nuevos canales\u00a0 de venta, desarrollo de nuevos proveedores, cambios en los modelos de negocios y formas de financiamiento,\u00a0 entre otros, ser\u00e1n m\u00e1s revisadas y cambiantes.<\/span>\u00a0<\/span><\/p>\n

Considerando que podr\u00edan persistir roturas de stocks en algunas categor\u00edas; y en otras, excesos de inventario y sus consecuentes liquidaciones, estamos ante un panorama que obliga a las empresas a repensar constantemente sus estrategias comerciales y log\u00edsticas. Lo com\u00fan es que pensemos en c\u00f3mo a\u00f1adir valor ante los cambios de los consumidores y preferencias por variables como el volumen-tama\u00f1o, precio, calidad y rendimiento.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Log\u00edstica que aprendi\u00f3 a ser m\u00e1s eficiente\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

La visibilidad, rapidez y capacidad de reacci\u00f3n ante los problemas log\u00edsticos ocurridos en pandemia ha sido el denominador com\u00fan en muchas empresas. El informe del Estudio Global sobre la Cadena de Suministro en el sector Gran Consumo 2022, elaborado por Miebach (Consultora global especializada en log\u00edstica y supply chain), report<\/span>\u00f3<\/span> que casi el 80% de las empresas, a nivel mundial, se vio afectada en su resilencia log\u00edstica y capacidad de respuesta como consecuencia del COVID-19.<\/span>\u00a0<\/span><\/p>\n

La investigaci\u00f3n a 400 profesionales del sector, de 40 pa\u00edses, tambi\u00e9n ha destacado la relevancia de 2 cambios: la necesidad de una mejor gesti\u00f3n de riesgos, como lo precis\u00f3 el 74% de los participantes; y la digitalizaci\u00f3n de procesos y desarrollo de nuevos canales de ventas -como el de ecommerce- en una experiencia m\u00e1s omnicanal.<\/span>\u00a0<\/span><\/p>\n

Aunque los efectos de la cadena de suministros globales, no se dejan de sentir y permanecen, es claro para los participantes que \u202fla capacidad de adaptarse a los cambios manteniendo los mismos niveles de servicio o incluso mejor\u00e1ndolos, es necesaria. Ello toma importancia ante el impacto que genera el contexto inflacionario y de Guerra Rusia-Ucrania. Por ello, se torna com\u00fan el desarrollo de nuevas estrategias que reduzcan la dependencia de proveedores, por ejemplo; o que sean adaptativas ante distintos escenarios.\u00a0<\/span>\u00a0<\/span><\/p>\n

Es ah\u00ed donde toma relevancia la gesti\u00f3n de riesgos log\u00edsticos. Las\u00a0 vulnerabilidades deben ser identificadas en todos los procesos; desde la planificaci\u00f3n, abastecimiento, producci\u00f3n, distribuci\u00f3n, hasta la devoluci\u00f3n; considerando incluso al proveedor del proveedor y llegando hasta el consumidor final. Teniendo una mirada m\u00e1s completa e integrada, se debe disminuir la dependencia de proveedores \u00fanicos, canales o modos de transporte. Se ha vuelto m\u00e1s com\u00fan la b\u00fasqueda de cadenas m\u00e1s locales, menos centralizadas, geogr\u00e1ficamente m\u00e1s pr\u00f3ximas y con m\u00e1s ubicaciones de inventario.\u00a0<\/span>\u00a0<\/span><\/p>\n

Transformaci\u00f3n y digitalizaci\u00f3n<\/span><\/b>\u00a0<\/span><\/p>\n

La investigaci\u00f3n reporta que el 74% ha priorizado la necesidad de consolidar\u00a0 su estrategia de eCommerce y de omnicanalidad, mientras que el 55% ha impulsado y desarrollado iniciativas de digitalizaci\u00f3n en IA, IoT, blockchain, 5G, etc. La digitalizaci\u00f3n de procesos y la aplicaci\u00f3n de mejores tecnolog\u00edas busca no solo una eficiente gesti\u00f3n interna sino afianzar la respuesta y satisfacci\u00f3n de las necesidades de los clientes. Esta apuesta parece ser permanente.<\/span>\u00a0<\/span><\/p>\n

Dicha tendencia sectorial tiene coherencia con los cambios que se vienen dando en distintas industrias. Por ejemplo, si consideramos <\/span>el \u00cdndice de Madurez Digital reportado por EY, este a\u00f1o, el 69% de las empresas indican estar en la ruta de madurez digital y un 42% indica haber incrementado el presupuesto en innovaci\u00f3n y digitalizaci\u00f3n para simplificar y ganar eficiencia en sus procesos. Un importante 37% ha destinado esos recursos para cubrir las exigencias establecidas por sus clientes, atendiendo a la necesidad de entregarles m\u00e1s valor.\u00a0<\/span>\u00a0<\/span><\/p>\n

Un hallazgo a destacar es el mayor protagonismo que vienen tomando los almacenes para atender la demanda de venta directa (ecommerce). Si bien los vol\u00famenes de venta y distribuci\u00f3n a\u00fan son peque\u00f1os, muchas empresas han apostado por desarrollar nuevos formatos como los dark stores.<\/span><\/p>\n<\/div>

<\/div>
revisa la nota completa<\/span><\/i><\/a><\/div>
<\/div><\/div><\/div><\/div>
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