Desarrollo de modelo de negocio B2C para DISMARCINCO S.R.L.
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Date
2021-07-21
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Publisher
Pontificia Universidad Católica del Perú
Abstract
DISMARCINCO S.R.L. es una distribuidora exclusiva de AB InBev en el
departamento de Amazonas – Perú desde el año 2016, después de operar por más de treinta
años en Jaén, San Ignacio, Pucará y zonas aledañas, la empresa se dedica a comercializar
productos del portafolio de AB InBev a negocios locales (B2B) a un precio indiferenciado. El
objetivo de la consultoría fue proponer un nuevo modelo de negocio que extienda las
operaciones actuales y permita llegar directamente al consumidor final.
Se encontraron problemas como la caída de las ventas (-5.04% en el 2019 y -41% en el
primer semestre del 2020), márgenes brutos fijos por el modelo B2B (7% sin variación entre
años), baja cobertura del portafolio (35% menor al mejor resultado de un distribuidor),
puntaje del 49% en la evaluación del traslado de acciones promocionales al consumidor (en
comparación al mejor resultado de un distribuidor en 67%). Por lo que no se cumplieron las
expectativas de crecimiento tanto de la distribuidora como de la matriz.
Concluyéndose que, el desarrollo de un modelo B2C soportado por medios digitales,
integrado a la logística del modelo B2B y aprovechando los recursos de la sociedad, permitirá
llegar al consumidor final con precios competitivos, asegurando tanto una rápida entrega de
los pedidos como de la entrega directa de las acciones comerciales, teniendo una interfaz para
la visibilidad total del portafolio y de las promociones vigentes. Favoreciendo el crecimiento
del mercado, ocasiones de consumo y atractividad de las marcas.
Los resultados esperados para el proyecto B2C al término del año de ejecución es
obtener un VAN de S/. 202,275, TIR de 17.2%, y Periodo de Recuperación de 3.2 trimestres.
Además, se espera el crecimiento de los ingresos por ventas en 13.9%, lo cual, con el apoyo
de la subvención de costos por el modelo actual (B2B) se obtendría el crecimiento de la
utilidad neta en 24.5%.
DISMARCINCO S.R.L. is an exclusive distributor of AB InBev in Amazonas’ Province - Peru since 2016, after operating for more than thirty years in Jaén, San Ignacio, Pucará and surrounding areas, the company is dedicated to commercialize products from the AB InBev portfolio to local businesses at an undifferentiated price. The business consulting objective was to propose a new business model that extends current operations and allows reaching the consumer directly. Problems were found such as falling sales (-5.04% in 2019 and -41% in the first half of 2020), fixed gross margins due to the B2B model (7% without variation between years), low portfolio coverage (35% lower than the best result of a distributor), result of 49% in the evaluation of the transfer on promotional actions to the consumer (compared to the best result of a distributor at 67%). Therefore, the growth expectations of both the distributor and the parent company were not met. Concluding that, the development of a B2C model supported by digital media, integrated into the logistics of the B2B model and taking advantage of society's resources, will allow reaching the final consumer with competitive prices, ensuring fast delivery of orders and commercial actions directly, having an interface for total portfolio visibility and current promotions. Favoring the growth of the market, consumption occasions and brand attractiveness. The expected results for the B2C project at the end of the year of execution is to obtain a NPV of S/. 202,275, IRR of 17.2%, and Recovery Period of 3.2 quarters. In addition, sales revenue growth is expected to be 13.9%, which, with the support of the cost subsidy by the current model (B2B), would result in net profit growth of 24.5%.
DISMARCINCO S.R.L. is an exclusive distributor of AB InBev in Amazonas’ Province - Peru since 2016, after operating for more than thirty years in Jaén, San Ignacio, Pucará and surrounding areas, the company is dedicated to commercialize products from the AB InBev portfolio to local businesses at an undifferentiated price. The business consulting objective was to propose a new business model that extends current operations and allows reaching the consumer directly. Problems were found such as falling sales (-5.04% in 2019 and -41% in the first half of 2020), fixed gross margins due to the B2B model (7% without variation between years), low portfolio coverage (35% lower than the best result of a distributor), result of 49% in the evaluation of the transfer on promotional actions to the consumer (compared to the best result of a distributor at 67%). Therefore, the growth expectations of both the distributor and the parent company were not met. Concluding that, the development of a B2C model supported by digital media, integrated into the logistics of the B2B model and taking advantage of society's resources, will allow reaching the final consumer with competitive prices, ensuring fast delivery of orders and commercial actions directly, having an interface for total portfolio visibility and current promotions. Favoring the growth of the market, consumption occasions and brand attractiveness. The expected results for the B2C project at the end of the year of execution is to obtain a NPV of S/. 202,275, IRR of 17.2%, and Recovery Period of 3.2 quarters. In addition, sales revenue growth is expected to be 13.9%, which, with the support of the cost subsidy by the current model (B2B), would result in net profit growth of 24.5%.
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Keywords
Consultores de empresas, Logística empresarial, Bebidas
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