{"id":3036,"date":"2021-04-13T16:04:13","date_gmt":"2021-04-13T19:04:13","guid":{"rendered":"https:\/\/noticias.gs1.org.ar\/?p=3036"},"modified":"2021-04-13T16:04:13","modified_gmt":"2021-04-13T19:04:13","slug":"el-rol-del-category-management-en-tiempos-de-crisis","status":"publish","type":"post","link":"https:\/\/gs1.navetrece.com.ar\/index.php\/2021\/04\/13\/el-rol-del-category-management-en-tiempos-de-crisis\/","title":{"rendered":"El Rol del Category Management en tiempos de crisis"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/gs1.navetrece.com.ar\/wp-content\/uploads\/2021\/04\/category-1024x512.jpg\" alt=\"\" class=\"wp-image-3039\" srcset=\"https:\/\/gs1.navetrece.com.ar\/wp-content\/uploads\/2021\/04\/category-1024x512.jpg 1024w, https:\/\/gs1.navetrece.com.ar\/wp-content\/uploads\/2021\/04\/category-300x150.jpg 300w, https:\/\/gs1.navetrece.com.ar\/wp-content\/uploads\/2021\/04\/category-768x384.jpg 768w, https:\/\/gs1.navetrece.com.ar\/wp-content\/uploads\/2021\/04\/category.jpg 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El sector de los bienes de consumo masivo ha sufrido un impacto relacionado con la pandemia Covid-19 respecto a otros sectores, pero para la mayor parte de las empresas las presiones a corto plazo parecen poner en las sombras las prioridades estrat\u00e9gicas de mediano y largo plazo, haciendo emerger la necesidad de identificar el mejor modo de gestionar los datos de la incertidumbre no s\u00f3lo acerca de la duraci\u00f3n de la pandemia y la cuarentena, sino tambi\u00e9n acerca de los impactos en la econom\u00eda, el comercio internacional, el poder de compra y demanda, y las expectativas de los consumidores en los diversos mercados locales, nacionales e internacionales, tanto para las empresas productoras como para las de la distribuci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las reglas del juego en el nuevo escenario en continua evoluci\u00f3n cambiaron radicalmente en t\u00e9rminos operativos y estrat\u00e9gicos. Para los distribuidores se ha vuelto un objetivo prioritario garantizar un flujo correcto y continuado de los bienes de primera necesidad a lo largo de toda la cadena de suministro, desde los productores a la mesa de los consumidores. Para los productores depende de cu\u00e1l de los escenarios que siguen es el m\u00e1s relevante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los vencedores son aquellos productores cuyos productos forman parte del carrito de los consumidores en la actualidad.&nbsp; El desaf\u00edo en este escenario es c\u00f3mo disponer la capacidad de producci\u00f3n y distribuci\u00f3n para satisfacer las expectativas crecientes de los consumidores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los perdedores, en cambio, son aquellos productores cuyas ventas han disminuido netamente o se han desvanecido del todo. Su desaf\u00edo es c\u00f3mo gestionar los flujos de caja necesarios para sobrevivir hasta que el per\u00edodo m\u00e1s cr\u00edtico haya terminado y el mercado vuelva a una nueva normalidad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Creemos que la clave para el \u00e9xito de la transici\u00f3n es la adopci\u00f3n de un acercamiento sistem\u00e1tico al \u201cretorno a los or\u00edgenes\u201d, m\u00e1s que una reacci\u00f3n excesivamente focalizada en los problemas de corto plazo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para adoptar respuestas r\u00e1pidas y eficaces a las problem\u00e1ticas empresariales m\u00e1s urgentes, por lo tanto, se puede confiar en los procesos y las herramientas consolidadas, entre las cuales est\u00e1 el Category Management, y al mismo tiempo se puede repensar en estrategias actuales, si es necesario, bas\u00e1ndose en los cambios permanentes generados por la pandemia Covid-19. Es sin embargo, fundamental que si bien las estrategias actuales deben ser revistas, aquellas de \u00e9xito no deben abandonarse o modificarse dr\u00e1sticamente, ya que representan el coraz\u00f3n y los puntos de fortaleza de las empresas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En los \u00faltimos 20 a\u00f1os el Category Management con foco en \u201cvolver a los or\u00edgenes\u201d, ha ayudado a los distribuidores y productores a adecuar la gesti\u00f3n de las propias categor\u00edas y las propias marcas a los cambios determinados por la crisis, conduciendo las categor\u00edas con centro en los comportamientos de los consumidores en forma estructurada, sea en los procesos est\u00e1ndares de las empresas o en las gestiones de las relaciones con los principales socios comerciales. A la luz de la crisis del Covid-19 este proceso ha demostrado ser m\u00e1s que necesario para garantizar los eventuales cambios en las decisiones sobre las categor\u00edas y los productos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El sector de los bienes de consumo masivo ha sufrido un impacto relacionado con la pandemia Covid-19 respecto a otros sectores, pero para la mayor parte de las empresas las&hellip; <\/p>\n","protected":false},"author":2,"featured_media":3039,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-3036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovacion-y-tendencias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Rol del Category Management en tiempos de crisis - 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