El presente plan de negocio identifica la necesidad de contar con un servicio de venta especializada en frutas y verduras, que no existe hoy en nuestra capital. El formato será el de Minimarket y presentará como valor agregado el ser una empresa que promueva una alimentación saludable, ofreciendo productos de alta calidad y brindando información y asesoría sobre los beneficios del consumo de frutas y verduras; incentivando así, a los clientes a realizar “compras conscientes”. El negocio se enfocará al mercado del distrito de Santiago de Surco, a las familias y/o residentes de los sectores NSE A, B y C. Nuestro mercado objetivo, presenta una cultura de compra direccionada a buscar servicios que le permitan ahorrar tiempo, le ofrezcan formatos innovadores y relacionados al cuidado de la salud, lo que nos lleva a interesarnos en el desarrollo de este plan de negocio. Considerando las nuevas necesidades de nuestro mercado objetivo, presentamos como propuesta de valor, productos de calidad, asesoramiento y una experiencia agradable en la compra de los clientes. Se ofrecen dos canales de venta: atención en tienda y servicio por delivery. Se efectuó una investigación de mercado, mediante 307 encuestas para identificar el reconocimiento de los beneficios que este tipo de negocio generaría en las familias del mercado objetivo y un 54% de los encuestados, indicaron que se encontraban de acuerdo en que la alimentación de frutas y verduras son las más nutritivas. Respecto al análisis Financiero de la implementación del negocio, demuestra que Frutamía es rentable y es factible su desarrollo, ya que se estima un VAN de S/380,588 y un TIR de 28%. / This business plan identifies the need for a specialized fruit and vegetable sales service, which does not exist today in our capital. The format will be that of Minimarket and will present the added value of being a company that promotes healthy eating, offering high quality products and providing information and advice on the benefits of consuming fruits and vegetables; thus, encouraging customers to make "conscious purchases". The business will focus on the market in the Santiago de Surco district, families and / or residents of the NSE A, B and C sectors. Our target market presents a purchasing culture aimed at seeking services that allow you to save time, offer innovative formats related to health care, which leads us to be interested in the development of this business plan. Considering the new needs of our target market, we present as a value proposition, quality products, advice and a pleasant experience in the purchase of customers. Two sales channels are offered: store service and delivery service. A market research was carried out, through 307 surveys to identify the recognition of the benefits that this type of business would generate in the families of the target market and 54% of those surveyed indicated that they agreed that eating fruits and vegetables, vegetables are the most nutritious. Regarding the Financial analysis of the implementation of the business, it shows that Frutamía is profitable and its development is feasible, since an estimated VAN of S/380,588 and an TIR of 28%. / Trabajo de investigación

Submitted by Ronildo Vaz (ronildo-vaz@uol.com.br) on 2018-06-26T23:24:29Z No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) / Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-06-28T16:19:28Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-06-28T16:33:06Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) / Made available in DSpace on 2018-06-28T16:33:06Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO DE MESTRADO- RONILDO VAZ- 2018.pdf: 1657277 bytes, checksum: 79e4e031bd73a4da58863c90055ef1d8 (MD5) Previous issue date: 2018-05-30 / A partir dos fundamentos do gerenciamento por categorias, o objetivo do estudo foi identificar como o pequeno varejista pode buscar formas de melhorar as decisões sobre o sortimento e exposição de produtos tornando o negócio mais lucrativo e avaliar os impactos na percepção dos shoppers. A unidade de análise é um minimercado de dois checkouts com 66 metros quadrados de área de vendas na cidade de Florianópolis. O trabalho foi desenvolvido em duas etapas: na primeira etapa foram realizadas mudanças no sortimento e na forma de exposição na gôndola de seis categorias de produtos de higiene pessoal. Para isso, foi utilizado o método de pesquisa-ação que procura melhorar uma prática através da colaboração entre o pesquisador e sua unidade da análise, neste caso o pequeno varejo estudado. Para balizar as mudanças, foi feita uma revisão secundária de pesquisas sobre o comportamento dos shoppers, participação de mercado dos produtos, formas de segmentação e exposição das categorias, dados de vendas e margem e espaço na gôndola disponível para exposição das categorias de produtos. A partir das análises da primeira etapa foi possível observar o incremento das vendas e margem das categorias manipuladas. Na segunda etapa foram feitas observações diretas e entrevistas com os clientes e profissionais da empresa. Os objetivos desta etapa foram: identificar as políticas e os processos praticados pelo pequeno varejo sobre sortimento e exposição de produtos, se há suporte das indústrias e seus distribuidores sobre definição do sortimento e exposição de produtos e observar se houveram melhorias na percepção dos shoppers sobre as mudanças realizadas. Na perspectiva dos profissionais do pequeno varejo, não há suporte dos seus fornecedores para a definição do sortimento e exposição de produtos sendo ainda uma relação predominantemente transacional focada no sell in. As mudanças não melhoraram a percepção dos shoppers apontando um canal alternativo, farmácia, como a opção mais indicada como o local de compra das categorias de higiene pessoal, ao invés do pequeno do pequeno varejista estudado. / From the fundamentals of category management, the aim of the study was to identify how the small retailer can look for ways to improve product assortment and exposure decisions by making the business more profitable and assessing perceptual impacts on shoppers. The unit of analysis is a mini-market of two checkouts with 66 square meters of sales area in the city of Florianópolis. The work was carried out in two stages: in the first stage changes were made in the assortment and in the form of exposure in the shelf of six categories of personal hygiene products. For this, we used the action research method that seeks to improve a practice through the collaboration between the researcher and his unit of analysis, in this case the small retailer studied. To mark the changes, a second review of shopper behavior, market share of products, segmentation and exposure forms of categories, sales and margin datas and space in the shelf available for display of the product categories was made. From the analyzes of the first stage it was possible to observe the increase in sales and margin of the manipulated categories. In the second stage, direct observations and interviews with clients and professionals of the company were made. The objectives of this stage were: to identify the policies and processes practiced by small retailer on assortment and product exposition, if the industries and their distributors give support on assortment definition and product exposition, and to observe if there has been improvement in the perception of shoppers about changes made. From the perspective of small retail professionals, there is no support from their suppliers for assortment definition and product exposure, while a predominantly transactional relationship is focused on sell in. The changes did not improve shoppers' perception by pointing to an alternative channel, pharmacy, as the best choice as the place to buy personal hygiene categories, rather than the small retailer studied

La logistique urbaine, et celle du dernier kilomètre notamment, est un sujet de préoccupation majeure pour les villes d’aujourd’hui. Pour répondre à cette préoccupation, nous avons établi dans le chapitre introductif un historique de la problématique de la logistique urbaine pour mieux comprendre son développement au fil des années, permettant ainsi de déduire qu’il est fondamental d’étudier la globalité de la chaîne de distribution dans ce travail de thèse pour mieux résoudre la problématique de la logistique urbaine. En revanche, nous étions confrontés à un sujet redoutable par sa complexité et l’absence de données complètes et fiables. De plus, nous assistons dans les dernières années, à une multiplication des schémas logistiques que ce soit pour la livraison des magasins à partir des entrepôts des fournisseurs ou pour l’approvisionnement des clients à partir des surfaces de vente.De ce fait, nous avons fixé comme objectif d’identifier toutes les organisations logistiques existantes et émergentes en France et ailleurs (deux séjours d’un an en Angleterre et en Suisse). Pour ce faire, nous avons déterminé dans le deuxième chapitre les paramètres de différenciation des modes d’organisation en amont (de l’entrepôt du fournisseur à la surface de vente) et en aval de la chaîne (de la surface de vente au domicile du client). Or il n’existe pas aujourd’hui de bilan économique et environnemental complet permettant d’arbitrer entre différentes formes de distribution classiques et à distance en tenant compte des particularités des familles des produits (non alimentaires, secs, frais, surgelés) et de la diversité de leurs modes de livraison.Face à ces contraintes de taille, nous avons eu recours aux enquêtes de terrain dans ce travail de recherche, qui ont été l’occasion de nouer de très nombreux contacts avec les acteurs de la grande distribution, permettant ainsi de recueillir des données techniques et économiques de première main et inédites jusqu’ici. En plus de la résolution du verrou empirique dans le troisième chapitre, ce travail de thèse a permis également de lever des verrous méthodologiques relatifs à la reconstitution et à l’évaluation des coûts et des émissions logistiques (pour les entrepôts de stockage et les plateformes de transit en amont ; et pour les surfaces de vente et les plateforme de mutualisation en aval) et des coûts et des émissions des véhicules de transport (des articulés et des porteurs en amont ; et des VUL, voitures particulières, transports publics, deux roues, et marche à pied en aval). Enfin, ce travail de thèse a permis d’aboutir à la construction d’une base de données et la mise au point d’un outil d’aide à la décision permettant ainsi de déduire, dans le quatrième chapitre, les bilans économique et environnemental de la globalité de la chaîne depuis l’entrepôt du fournisseur jusqu’au domicile du ménage. Cet outil devrait se révéler très utile pour les politiques publiques, les stratégies futures des grands distributeurs et leurs prestataires logistiques afin de privilégier les modes d’organisation économes et durables, et même pour le client final afin d’estimer les coûts et les émissions de ses actes d’achat dans les différentes alternatives de vente classique et à distance. / Urban logistics and the last mile in particular, is a major concern for cities today. To address this concern, we have established in the introductory chapter a history of the problem of urban logistics. This allows a better understanding of its development over the years, and deducing that it’s essential to study the supply chain in its entirety to better solve the problem of urban logistics. However, we were faced with a daunting task: the lack of comprehensive and reliable data. In addition, there has been a multiplication of distribution channels in recent years. This includes the delivery from warehouses to stores and further to households from the retail space.Therefore, we intended to identify all existing and emerging logistics organizations in France and beyond (one year exchange stay in England and Switzerland for research purposes). To do this, we established in the second chapter certain parameters that differentiate the logistics modes of various organizations upstream (from manufacturers to retail stores) and downstream (from retail stores to households). Unfortunately, there does not exist any economic and environmental assessment to settle between different forms of traditional and modern electronic distribution, by taking into account the various characteristics of different products families (non-food, dry, fresh, frozen) and the diversity of their delivery modes.Faced with constraints of such size, we conducted surveys with different actors of distribution channels, which provided the opportunity to make contacts, thus collect firsthand and so far unpublished technical and economic data. In addition to the resolution of empirical inadequacy in the third chapter, this research also helped to develop a methodological approach related to the reconstruction and evaluation of logistics costs and emissions (in warehouses, transit platforms, retail stores and shared platforms) and also the costs and emissions of vehicles (trucks, delivery van, cars, public transport, bikes, motorbikes and walking).Finally, this research has lead to the construction of a database and the development of a decision support tool to infer, in the fourth chapter, the economic and environmental appraisal of the entire supply chain from the supplier's warehouse to the final customer. This tool can be useful for public policy, future strategies of retailers and Third-Party Logistics providers to focus on efficient and sustainable modes of organization, and even it will benefit the customer to estimate the costs and emissions of its acts of purchase in classic and e-grocery shopping.