caso de estudio 1.pdf

2
Práctica final La logística como base de la imagen de marca: Benetton

Upload: henry-curi

Post on 11-Nov-2015

236 views

Category:

Documents


4 download

TRANSCRIPT

  • Prctica f inal

    La logstica como base de la imagen de marca: Benetton

    =df]_g[ag\]d?jmhg:]f]llgffY[]\]dYa\]Y\]mfbgn]fddYeY\gDm[aYfg:]f]llgf$ima]fgZk]jnim]dYkh]jkgfYk]fhg[Yk\]n]jYfgf][]kalYZYfmkYjjghYk[gf[gdgj]keknangk&;ge]fr$bmflgYkmklj]k`]jeYfgk$[gfmfl]dYjeg\]k%lgq[gfdY[gf^][[af\]mfb]jk]q\][gdgjnagd]lY[gfdYfY\]Yf_gjYq\][Y[`]eaj&=dpalg\]]klYhj]f\Yd]kYfaeYhjg\m[ajhj]f\Ykbmn]fad]k[gfYlj]na\gk[gdgj]k&=fmfYhjae]jY^Yk]n]f\a]jgfkmkhjg\m[lgkY_jYf\]kYdeY[]f]kalYdaYfgk$q[mYf\gna]jgf[gfkgda\Y\g]df]_g[ag\][a%\a]jgfYZjajkmhjae]jYla]f\Y&@gq]f\Y$]dfe]jg\]]klYZd][aea]flgkkmh]jYdgk-(($dYeYqgjY]fj_ae]f\]^jYf%ima[aY&Dm[aYfg:]f]llgf\]^afadY]kljYl]_aY\]km]ehj]kY[gegmfafl]flg\]dd]nYjdYeg\YYdfan]daf\mkljaYd$kY[f\gdY\]dY^Yk]Yjl]kYfYd&9\]ek\]]ddg$hj]l]f\aim]km]ehj]kYlmna]k]mf]f^gim]_dgZYd&HYjYhgf]j]fhj[la[Ykmka\]Yk$hYjla\]dYka_ma]fl]]kljYl]_aY2 HYjYl]f]jpalg]f]df]_g[ag\]dYeg\Y$mfY]ehj]kYf][]kalYmfYY\YhlY[af[gfklYfl]Ydgk_mklgk\]km[da]fl]dY&

    F][]kalY$hgjlYflg$]klYj]f[gflY[lgemqhjpaeg[gfkmk[da]fl]kqmfY_jYf^d]paZada\Y\hYjY\Yjjha\Yj]khm]klYYdgk[YeZagk\]l]f\]f[aY&HYjYYeZYk[gkYkk]f][]kalYfjha\gk[aj[malgk\]\akljaZm[af&

    K]jaf\mkljaYdka_fa^a[YdYZkim]\Y\]ngdme]fqhdYfa^a[Y[af$[gflg\YkdYk][gfgeYk\]]k[YdYim]]ddg[gfdd]nY&=klY]^a[a]f[aYhjghgj[agfYdYhgkaZada\Y\\]g^j][]jZm]f\ak]gqemqZm]fY[Yda\Y\Yhj][agkeg\]jY\gk&

    =kf][]kYjaghYjYgZl]f]j][gfgeYk\]]k[YdY n]flYbYkaf\mkljaYd]k!$h]jglYeZafk]h]j[aZ][geghgkalanghgjdgk[da]fl]k YljY[lang\]dYeg\Y!&

    Hgjdlaeg$]d]f^gim]emf\aYd]kf][]kYjaghYjY[mehdajdgk\gkgZb]langkYfl]jagj]k&

  • Prctica f inal

    \]mfd\]jj]da_agkgakdea[g$gdY\]\aja_]fl]khgdla[gklYeZafZ]kf\gk][gfkmkY\n]jkYjagka\]gd_a[gk$]flj]]ddgk]dhj]ka\]fl]]klY\gmfa\]fk]$:YjY[cGZYeY&:]f]llgf]k\m]g\][Ykalg\YdYHYlY_gfaY$]pl]fkYj]_af\]dY9eja[Y\]dKmj$\gf\]k]]f[m]fljYf[mYljg\]kmk]k%lYZd][aea]flgkqk][jYfek\]fm]n]ead[YZ]rYk\]_YfY\gnY[mfg$ead[YZYddgkq)*.&(((gn]bYk$im]hjg\m[]fmfYk-((lgf]dY\Yk\]dYfYhgjYg&DY]phYfkaf\]dYj]\[ge]j[aYdk]`argZmk[Yf\g_]fl]im]]fljgf[YjY[gfdY^adgkg^Y\]:]f]llgf2DYa\]Yim]Zmk%[Yegkj]hj]k]flYdYfm]nY]jY]f]d\]kYjjgddg\]hmflgk\]n]flY&=fn]r\]h]im]YkafklYdY[agf]k$\]Z]egkl]f]j_jYf%\]kj]Yk]fdYk[mYd]khj]k]flYjeYqgj\an]jka\Y\\]e]j[Y\]jYSUDYkla]f\Ykh]im]Yk$[gegfm]kljgk[gfn]f[agfYd]khmflgk\]n]flY]mjgh]gk$fgkajn]f[geghmflg\]j]^]j]f[aY]f]d[mYddgk[da]fl]khm]\Yf]f[gfljYjk]g]k[m[`Yjeka[Y&@gqdYf][]ka\Y\[gfkakl]]fg^j][]j_jYf\]k]khY[agk]f\gf\]dgk[gfkmea\gj]khm]\Yf[aj[mdYj$]f\gf\]dYe]j[Yf[Yhm]\Y]klYj]phm]klY]f]klYfl]jYkYZa]jlYkq[eg\Yk$hYjYim]]d[da]fl]dYlgim]$dYka]flYqk]dYhm]\YhjgZYj&9khm]k$]d\]kYjjgddg\]dYgj_YfarY[af[ge]j[aYd\]:]f]llgf]klkgkl]fa\ghgjmfka_fa^a[Ylanghjg_jYeY\]afn]jkag%f]k\]klafY\gYdYYh]jlmjY\]e]_Yla]f\Yk$af[dmkg]fj_ae]f\]_]klaf\aj][lY&=klYkk][YjY[l]jarYffgkgdghgjkmk_jYf\]k\ae]fkagf]k$kafglYeZafhgjg[mhYjmfYhgka[afhjanad]_aY\Y]fdgk[Yk[gk`aklja[gkq]fdgk[]fljgk[ge]j%[aYd]k$Yk[geghgjdY]d]nY\Y[Yda\Y\\]dgkk]jna[agkim]g^j][]fYkm[da]fl]dY&=dpalg`Ykmhm]klgim]:]f]llgf$Y`gjY$\]kYjjgdd]_Y^Yk$j]dgb]k$rYhYlgkqlg\glahg\][gehd]e]flgk&

    Cuestiones

    1. ;egafl]jhj]lY:]f]llgfdYdg_kla[Y72. ;md]kkgf$k]_flmghafaf$dYkZYk]k\]dpalg\]:]f]llgf73. Hg\jYka\]fla^a[Yj]d]e]flgk\]dg_kla[Y[ge]j[aYd]fdY]kljYl]_aYk]_ma\Yhgj:]f]llgf74. ;gfg[]kgljgk]klYZd][aea]flgkim]dd]n]fdYhgdla[Y\]:]f]llgf75. =f[m]fljY]fAfl]jf]lYd_mfY^glg_jY^Y\]dYk[YehYYkhmZda[alYjaYk\]:]f]llgfqj]YdarYkmafl]jhj]lY[af&6. =klaeYkim]dgk[Ym[]khYjY\a^mf\ajkmk[YehYYkhmZda[alYjaYkkgf[gjj][lYk\]k\]]dhmflg\]naklYla[g7Ka\]k]Yk

    ekaf^gjeY[afkgZj]]kl]Ykh][lg$hm]\]kZmk[Yj]fAfl]jf]l]dYjl[mdgDYhmZda[a\Y\\]:]f]llgf2Yfmf[agk$YZmkgq[j]Ylana\Y\]k$\]EYjag9flgfagKYf\gnYd$hmZda[Y\g]f]d*)\]\a[a]eZj]\]*())(www.americaeconomia.com).

    Fig. 1.12. =dj]lg^mf\Ye]flYdim]k]hdYfl]Y:]f]llgf]feYl]jaYdg_kla[Y[gfkakl]]f`Y[]jdd]_YjmfYnYja]\Y\emqYehdaY\]Yjl[mdgkYmfY]pl]fkYj]\\]la]f\Yk&DY\akhgfaZada\Y\\]deakeglahgq[Yfla\Y\\]e]j[Yf[Yk]flg\YdY[Y\]fY\]la]f\Yk]kmfY\]dYkk]Yk\]dYaeY_]f\]eYj[Y2kmkla]f\Yk]f9mkljaY$K]jZaYgHgjlm_Yd\]Z]f]klYja_mYd\]Za]fkmjla\Ykim]dYk\]Eadf&

    Gestion logistica y comercial 013 McGraw-Hill Grado Superior 28Gestion logistica y comercial 013 McGraw-Hill Grado Superior 29