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Caso Morrison

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Submitted By Guri07
Words 356
Pages 2
1.- Antecedentes Generales.

Fundada en 2003, Morrison rápidamente creció para ser un líder en productos farmacéuticos. Cuatro años más tarde la compañía ampliado para ofrecer una línea de productos dirigidos a los minoristas.

2.- Problemática.

El problema fue que Morrison produjo dos líneas de productos claramente diferentes en la misma planta de producción. Lo cual lo generaba que los programas de producción se modificaran constantemente para tratar de satisfacer las necesidades de los clientes. La disyuntiva se refiere a si es necesario aumentar o no la capacidad de producción, aunque el promedio de producción no esta tan alejado de la capacidad instalada, los picos por estacionalidad se ven muy altos en los últimos meses del año.

Lo cual le ocasionaba como consecuencia lo siguiente:

- Nivel de servicio.- Principalmente los enfrentaba por su retraso en la producción, derivado de su work-in-process, por su poco control de producción. También se puede considerar sus mezclas de producto altamente variable y la compleja gestión de inventarios.

- Distribución.- Generalmente fallaba, debido a que tenían muchos picos en su producción y podían tener mucho producto terminado dirigido al canal minorista, pero poco para el canal farmacéutico, que a final de cuentas es donde tenían mucho prestigio.

- Márgenes.- La mayor parte del margen antes de impuestos de la compañía la daba el canal farmacéutico con un 17% contra un 2% de las ventas al detalle. Esto se puede explicar debido a que los productos farmacéuticos se venden al doble de precio que los de venta al detalle. Una de las propuestas es aumentar el precio en el canal minorista, pero la competencia existe y se corre el peligro de no ser competitivos.

- Cumplimiento de entrega.- Con retrasos debido al bajo control de pronósticos que permitan elaborar un plan de producción.

3- Análisis tipo Foda

Fortalezas:
-Mano de Obra calificada
-Mercados cautivos
-Prestigio
-Calidad

Oportunidades

Debilidades
-No contar con un ERP adecuado
-Poco o nulo control en los procesos
-No contar con un sistema de información que le permita tener mejor control del proceso

Amenazas
-Competencia

Las iniciativas creo que las podemos platicar en cuanto nos veamos y consolidemos la información.

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