proposição de um modelo para a gestão da demanda: um estudo entre os elos atacadista e fornecedores de produtos de mercearia básica a proposed framework for demand management: a study involving wholesalers and suppliers of grocery products
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2012
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Abstract
A gestão da demanda é um tema emergente no campo de conhecimento da gestão da cadeia de suprimentos. O que se busca com a gestão da demanda é a rápida e adequada integração das necessidades originadas do mercado na direção dos fornecedores, de modo a balancear e alinhar estrategicamente a demanda com a capacidade operacional ao longo da cadeia de suprimentos. Esse alinhamento da demanda na cadeia de suprimentos enfrenta dificuldades provocando ineficiência no atendimento a clientes, redução do giro de estoque e alto índice de obsolescência agravada pela grande diversidade de produtos. O objetivo deste estudo foi desenvolver um modelo para a gestão da demanda na cadeia de suprimentos de produtos de mercearia básica considerando os elos fornecedor e atacadista distribuidor. Para tal, realizou-se uma pesquisa qualitativa por meio de um estudo de caso na empresa atacadista Martins e em nove fornecedores desta empresa. A pesquisa revelou que o processo de implantação da gestão da demanda pode ser dividido em três fases: 1) alinhamento conjunto das diretrizes estratégicas das empresas; 2) formulação do plano de negócios; e 3) execução e acompanhamento do plano de negócios. Além disso, este processo apresenta três elementos que o permeiam: envolvimento da alta gerência, interações inter e intraempresas e resultados da gestão da demanda. Estes resultados compreendem o aumento da rentabilidade por meio da melhoria da eficiência e eficácia, como também o compartilhamento de conhecimento e aprendizado pelas empresas.
Demand management is an emerging topic in supply chain management. It is focused on a fast and adequate integration of supplier needs in order to balance and strategically align demand with operational capability in the supply chain. The demand alignment in the supply chain may pose some problems leading to inefficient customer service, poor stock rotation, and high obsolescence rate aggravated by the wide diversity of products. The objective of this study was to develop a framework for demand management in the supply chain of grocery products considering the dyadic relationship between the supplier and wholesaler. Therefore, a case study was conducted in the wholesale company Martins and nine of its suppliers. The research revealed that the demand management implementation process can be divided into three phases: 1) joint alignment of strategic policies, 2) formulation of business plan, and 3) implementation and monitoring of the business plan. Moreover, this process consists of three elements: top management involvement, inter and intra-firm interactions, and benefits of demand management. The benefits include profitability increase by improving efficiency and effectiveness, as well as knowledge sharing and learning.
Demand management is an emerging topic in supply chain management. It is focused on a fast and adequate integration of supplier needs in order to balance and strategically align demand with operational capability in the supply chain. The demand alignment in the supply chain may pose some problems leading to inefficient customer service, poor stock rotation, and high obsolescence rate aggravated by the wide diversity of products. The objective of this study was to develop a framework for demand management in the supply chain of grocery products considering the dyadic relationship between the supplier and wholesaler. Therefore, a case study was conducted in the wholesale company Martins and nine of its suppliers. The research revealed that the demand management implementation process can be divided into three phases: 1) joint alignment of strategic policies, 2) formulation of business plan, and 3) implementation and monitoring of the business plan. Moreover, this process consists of three elements: top management involvement, inter and intra-firm interactions, and benefits of demand management. The benefits include profitability increase by improving efficiency and effectiveness, as well as knowledge sharing and learning.
| Reference Key |
melo2012gestoproposio
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|---|---|
| Authors | ;Daniela de Castro Melo;Rosane Lúcia Chicarelli Alcântara |
| Journal | journal of pharmacy and pharmacognosy research |
| Year | 2012 |
| DOI |
10.1590/S0104-530X2012000400008
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| URL | |
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