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Natureview Farm Case (Solved)

918 words - 4 pages

Instituto Tecnológico y de Estudios
Superiores de Monterrey
Campus Ciudad de México.

Estrategia de Operaciones

Benjamín Casar 971389
Angélica Hernández 1490033

Natureview Farm

Tabla de Contenido
Introducción ………………………………………………………………………………………………………………..2

Modelo de Negocio: 2
Identifica las razones por las que la red de abasto de Tamiflu fue incierta despues de haber cumplido con las backorders. 3
Valore los elementos a considerar en el manejo de reservas para una pandemia global. 3
Determine los retos para construir una cadena de suministro coordinada para el manejo de la estrategia antiviral global. 3
Actualización del Caso 4
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* Los consumidores que se acercan a estas tiendas de alimentos naturales tienden a ser mas educados, a tener ingresos mas altos y tienen una edad mas alta que el promedio de consumidores que asisten a los supermercados. También viven la mayoría en el noreste y oeste del país.
* En las tiendas de alimentos naturales, el yogurt tiene un margen mas alto de ganancia que cualquier producto lácteo.
* La participación de mercado de 29% en consumo de productos lácteos se da en estos canales.
* Poca mercadotecnia.
Pondere las ventajas estratégicas y los riesgos de las tres opciones de crecimiento manejadas dentro del caso.
Opción 1:

Ventajas | Desventajas |
Alto potencial para incrementar ganancias | Alto riesgo |
Los consumidores del noroeste y noreste prefieren consumir productos orgánicos | Alto costo de publicidad y anuncios por región (1.2 millones al año por región) |
Se espera un market share del 1.5% después del primer año (se traduce en 35 millones de unidades vendidas) | Los gastos incrementarían en $320,000 ($200,000 en staff de ventas y $120,000 en staff de mercadotecnia) |
| Competencia directa con marcas nacionales (Dannone, Yoplait) |

Opción 2:

Ventajas | Desventajas |
Menos competencia | Alto riesgo |
Menor gasto promedio en promoción | Los nuevos usuarios quizá no quieran comprar productos tan grandes |
Mayor margen de ganancia de productos de 32oz contra productos de 8 oz | Es muy difícil lograr la distribución nacional en un año |
Se esperan ganancias de ventas de 5.5 millones en el primer año | |

Opción 3

Ventajas | Desventajas |
Ventaja con las relaciones actuales del canal naturista | No se espera mucha ganancia |
Factores de bajo riesgo | Requiere R&D para desarrollar el producto |
Se posiciona de forma correcta como una opción | |
Bajo Costo | |
Toma ventaja del crecimiento del canal naturista | |

Seleccione uno de los tres cursos de acción y recomiende acciones especificas para implementar el plan de acción.


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