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Pg. INDICE……………………………………………… INDICE………………………………………………………………………… …………………………………..01 ………..01 HISTORIA SAGA FALABELLA………………………… FALABELLA…………………………………………………… ……………………………03 …03 ORGANIZACIÓN LOGÍSTICA EN PROVINCIA EN SAGA FALABELLA……….06 DEPARTAMENTOS DE SAGA FALABELLA………………………………………08 •
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SAGA FALABELLA Sg F+;*++ * ! )* + *#&r* # gr!)* )* P*r 4 %r# &r'* )*+ Gr&% F+;*++ * gr& + $)*! )* '"*!) &%r )*&r'#*!'% # "#&%r'!'* )* S)#r"$ $%! &r**!$" *! P*r CJ"+* Arg*!'"! 4 C%+%#;".
Tiene como visión: KC%!'r";"r + #*5%r#"*!'% )* + $+")) )* (") )* !*'r% C+"*!'* *! $) ! )* + $%#!"))* *! + * "!gr*#%. S #""/! * KS'"$*r 4 &*rr + *&*$''"( )* !*'r% C+"*!'* 'r( )* ! *&*r"*!$" )* $%#&r * $%#;"!* )* #!*r /&'"# &r%)$'% *r("$"% *!'%r!% 4 $%!(*!"*!$" +%gr!)% r*"'*r) &r**r*!$".
Tiene como misión S'"$*r 4 &*rr + *&*$''"( )* !*'r% $+"*!'* 'r( )* ! *&*r"*!$" )* $%#&r * $%#;"!* )* #!*r /&'"# &r%)$'% *r("$"% *!'%r!% 4 $%!(*!"*!$" +%gr!)% r*"'*r) &r**r*!$".
La cultura empresarial se basa en valores tales como:
Honestia: L "!$*r")) 4 + (*r)) *r! ! *++% )"'"!'"(% )* '%) !*'r r*+$"%!*.
!ocación e servicio: Dr*#% *+ #*5%r *r("$"% !*'r% $+"*!'* 4 &*rr*#% *&*$''"(. E+ ;*! *r("$"% 4 *+ r*&*'% * + ;* )* !*'r $$"%!*.
Iniciativa: R*+"9#% !*'r +;%r* &%r* + $%!%$*#% 4 !% g'! 4 !% *&*r#% * !% %r)*!*! J$*r+.
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Compromiso: S*!'"#% $%#% &r%&"% +% * $*)* *! !*'r *#&r*. L% J$*#% !*'r% 4 +% #"#% ;"*!)% * $) 'r* &*r%!+ $%!'r";"r #*5%r #r$J 4 )*rr%++%.
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HIST#$IA L% %rg*!* )* F+;*++ * r*#%!'! 188> @% *! * S+('%r* F+;*++ ;r* + &r"#*r gr! 'r*r )* CJ"+*. L*g% S* "!'*gr + *#&r* A+;*r'% S%+r" "*! +* "#&r"#* ! r*!%()% "#&+% $%! + "!$%r&%r$"/! )* !*(% &r%)$'% 4 &!'% )* (*!' $%! r'$+% )* #%) &r + #"+". F+;*++ * 'r!%r# *! ! "#&%r'!'* '"*!) )* (*'r"%. E+ "'% 4 &%"$"%!#"*!'% +$!9)% &%r F+;*++ *! *+ #*r$)% &*r#"'* + "!$%r&%r$"/! )* ! gr! (r"*)) )* &r%)$'% &r *+ J%gr 'r!%r#!)%* *! ! '"*!) &%r )*&r'#*!'%. C%! *+ %;5*'% )* '"$*r + $r*$"*!'* )*#!) )* $r)"'% &%r &r'* )* $+"*!'* F+;*++ "#&+*#*!' CMR &r%&" 'r5*' )* $r)"'%. F+;*++ "!gr* + !*g%$"% )* +% $*!'r% $%#*r$"+* ;"$!)%* &r"!$"&+#*!'* *! *$'%r* $%! +'% &%'*!$"+ )* $r*$"#"*!'% *! "!gr*%. E! *+ >6 F+;*++ * 'r!%r# *! %$"*)) !/!"# ;"*r' 4 *! !%("*#;r* $%#"*!9 + 'r!$$"/! )* $$"%!* *! + B%+ )* C%#*r$"%. D*& )* ! @% F+;*++ "!gr* ! !*( r* )* !*g%$"% $%! + "r# )* ! $%!'r'% )* %$"$"/! $%! TJ* H%#* D*&%' +)*r #!)"+ *! *+ r;r% )*+ #*5%r#"*!'% &r *+ J%gr. A"#"#% #&+ %*r' )* *r("$"% $%! + $r*$"/! )* V"5* F+;*++ 4 S*gr% F+;*++.
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#$GANI%ACI&N L#G'STICA EN ($#!INCIA EN SAGA FALABELLA P%r %rg!"9$"/! +%g'"$ *&+"$% * *! +% +'"#% @% *'#% "'"*!)% ! $r*$"#"*!'% "#&%r'!'* )* +% !*(% $'%r* *! + $'"(")) +%g'"$ *! *&*$"+ +% %&*r)%r* +%g'"$% '!'% !"(*+ !$"%!+ $%#% *! + C%#!")) L"#*@. Pr *+ )*rr%++% )* %&*r$"%!* $*!' $%! ! %"$"! &r"!$"&+ *! S! I")r% 'r*$* %"$"! *&*$"+* )"'r";") *! *+ "!'*r"%r )* + '"*!) Sg F+;*++ *! )% J"&*r#*r$)% T%'' 4 *! *+ +%$+ )*+ C%!% N%r'* )* S%)"#$. A)*# $*!' $%! $'r% $*!'r% "!!$"*r% <!% *! CJ"$+4% )% *! + '"*!) Sg F+;*++ )* Ar*"& 4 S! I")r% 4 %'r% *! *+ C*!'r% C%#*r$"+ )* A'%$%!g%=. A$'+#*!'* *#&+* # )* 800 &*r%!. A$'+#*!'* * *!$*!'r )*rr%++!)% &r%4*$'% *! Tr5"++% C++% 4 S!' A!"'. L *'r'*g" )* !*g%$"% )* Sg F+;*++ S.A * '*!' *! *+ $r*$"#"*!'% )* + %&*r$"%!* 'r( )* + &*r'r )* !*( '"*!). A &r'"r )*+ @% ,00 + E#&r* "!"$"/ &+! )* $r*$"#"*!'% * $%!'*#&+/ + &*r'r )* !*( '"*!) '!'% *! L"# $%#% *! Pr%("!$". Pr *+ &*r%)% ,00:,011 *+ P+! )* I!(*r"/! &r*( + &*r'r )* 'r* '"*!) *! L"# * *'r! *#&+9) *! )"'r"'% *#*rg*!'* 4 *" &%";+* '"*!) *! &r%("!$" )%!)* * %;*r( ! $r*$"#"*!'% %'*!")% )* +% !"(*+* )* $%!#%. A + *$J Sg F+;*++ J "!gr)% + '"*!) )* Tr5"++% M++ 4 + "!(*r"%!* *! L"# *'! &r%!'% &%r $%!$r*'r*. A"#"#% SF J "!$r"%!)% *! C5#r$ * I$ &*r% 'r( )* %r#'% E&r*.
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DE(A$TA)ENT#S DE SAGA FALABELLA Ca*a (rincipal: M!*5 *+ **$'"(% )
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E+,ibiciones: Cr* + )*$%r$"/! )* '%) 4 $) ! )* + *$$"%!* $%#% + ("'r"! 4 * *!$rg! )* &r*&rr +% !!$"% )* &r*$"% 4 $r'*+* * $%#&+*#*!'! + *J";"$"%!*.
)antenimiento: S* &r*%$& )*+ *% 4 $"))% )* +% *)""$"% *"&% #*$!"$% gr&% *+*$'r/g*!% 4 r*&r$"%!* *+$'r"$ 4 )* $r&"!'*r.
Empa"ue Central: P*r'*!*$* +% &!'% )* (*!'. Br"!) + $%#%)")) )* $%!)"$"%!r 4 )*$%rr +% r'$+% *! ("'%% &&*+* )* r*g+%. C!' $%! )% $5 r*g"'r)%r ! )* *++ *#"'* $'r.
Se-uria . /00: R*gr) +% (+%r* )* + '"*!) $%#% *)""$"% #*r$)*r * "!'+$"%!* $%!'r '%) $+* )* r"*g% "*!)% *+ &r"#*r $%+;%r)%r )* + (*!)*)%r *! + &r*(*!$"/! )* Jr'%. R*gr) +% %;5*'% )* (+%r 4 $%#&r )* +% *#&+*)%. E )%!)* * r*&%r'! 4 r*$+#! %;5*'% *'r(")%.
Servicio al Cliente . $elaciones: C") )* '*!)*r +% $+"*!'* *! $!'% *!'r*g "!'+$"%!* r*&r$"%!* r*$+#% 4 )*(%+$"%!*.
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Gerencia e (ersonal 1 $ecursos Humanos: T"*!* $rg% +% r*g"'r% 4 $%!'r%+ )* +% *#&+*)% *! $!'% &*r#"% ($$"%!* +"$*!$" &!'+")) ESSAL-D. $%!'r'% )* 'r;5% AFP CTS *'$. A $%#% $")r )* * +% *#&+*)% $#&+! 4 r*&*'*! + &%+'"$ )* + *#&r*.
Departamento e Capacitación: C%%r)"! + $&$"'$"/! )*+ &*r%!+ &r +$!9r #*' )* #%'"($"/! 4 &r%)$'"(")).
Departamento e $eclutamiento: T"*!* $rg% *+ r*$+'#"*!'% 4 *+*$$"/! )* &*r%!+ &r '%) !*'r !"))*
Departamento e (lanillas: L+*(r $%!'r%+* &r **$'r +% &g% +% *#&+*)%. KA)*+!'% )* 2"!$*! <0= 4 KF"! )* M*<60=. E#""/! )* ;%+*' )* &g%.
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AL)ACENES SAGA E+ r* )* +#$! * *+ r*&%!;+* )*
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F4NCI#N AL)ACENES Función e los Almacenes SAGA:
M!'*!*r +% &r%)$'% $;"*r'% )* "!$*!)"% r%;% 4 )*'*r"%r%.
P*r#"'"r + &*r%! '%r"9) *+ $$*% +% &r%)$'% +#$*!)%.
M!'"*!*! *! $%!'!'* "!%r#$"/! + )*&r'#*!'% )* $%#&r %;r* + *"'*!$" r*+* )* &r%)$'%.
L+*( *! %r# #"!$"% $%!'r%+* %;r* &r%)$'% <*!'r) 4 +")=
V"g"+ * !% * g%'*! +% &r%)$'% <#"#% Q #!"#%=.
Función e las E+istencias SAGA: Gr!'"9r *+ ;'*$"#"*!'% * "!(+") +% **$'% )*
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E54I(#S DE AL)AC6N DE SAGA
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4NIDADES DE SAGA FALABELLA:
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BENETT#N )ALL 8( SAGA Q FALABELLA !*g%$"/ + *$+"(")) )* + #r$ B*!*''%! *! (*'r"% &r J%#;r* #5*r 4 !"@% #4%r* )* 1, @% &r +% $+ )"r"/ ! B%'"* * * )*&*!)*!$" )* + '"*!) 7%$*4 P+9.
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CENT$# DE DIST$IB4CI&N =!ILLA EL SAL!AD#$<. S"')% *! + A(. E+ S%+ *+ 5+"% )* 1>>8 * "!gr *+ !*(% $*!'r% )* D"'r";$"/! *! *+ * * $*!'r+"9 4 * +#$*! '%) + #*r$)*r * *r r*&r'") + !"))*. Pr ++*(r $;% ! #*5%r $%!'r%+ 4 $%!*r($"/! )* +% "!(*!'r"% $*!'! $%! ! "'*# #%)*r!% )* +'"# '*$!%+%g.
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Fletes en Lima )etropolitana =incIG!<: ($#D4CT# PE2-EO MEDIANO GRANDE
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PLAAS DESDE P-C-SANA HASTA EL ?M. 131
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Clasi3icación $e3erencial e (rouctos se-?n Tama@os:
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M*)"!% #"$r%%!) $%#&')%r +&'%& '*+*("%r* J' 3,UU &+g) #"!" $%#&%!*!'* "#&r*%r DVD VHS &'"!*' ;"$"$+*' +"$)%r &"r)%r %++ rr%$*r +'r)%r *+*$'r%)%#'"$% #*!%r* %'r% )* '#@% "#"+r.
Gr!)* $%$"! r*r"g*r)%r $#&! *'r$'%r '*+*("%r* #4%r* 3,UU +()%r #*;+* )* gr! '#@% 'r%')%r *+&'"$ ;"$"$+*' *'$"%!r" %'r% )* '#@% "#"+r.
21
)A$9ETING DE SAGA FALABELLA EST$ATEGIAS (A$A )#TI!A$ AL E)(LEAD# Sg F+;*++ *#&+* )"'"!' *'r'*g" &r #%'"(r *#&+*)% 4 * &r *' *#&r* + &*r%! * )*;*! *!'"r *! ! #;"*!'* gr);+* &r *g"r 'r;5!)% 4 *!'"r* $&$* )* J$*r $) (*9 +g% #*5%r 4 +%grr #*r"'%. E! *' *#&r* '%)% $%#"*!9! )*)* $*r% 4 )* $*r)% +% #*r"'% * (! %;'*!"*!)% ;*! )* &*'%. A+g! )* *' *'r'*g" %! + "g"*!'*
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Entrevista a la se@ora )ar1ta Gil Gerenta el rea e ventas e Sa-a Falabella 8oce1 (laa 5ue epartamento vene ms B*!% !%%'r% %#% ! *#&r* $%#*r$"+"9)%r * ! '"*!) &%r )*&r'#*!'% * * ! gr&% )* )"(""%!* *&*$"+"9) *! ! '"&% )* (*!' '*!*#% 'r* "!* g*!r"$ ;"*! )*"!")% '%)% +% * * (*'r"% * *' *&r)% *! )# $;++*r% 4 !"@% 4 $) !% )* *% *g#*!'% '"*!*! +!* )"$"%!+* &%r *5*#&+% *! )# *!$*!'r &*r#*r 5(*!"+ )# #4%r *'$. *! $;++*r% "g+ 4 !"@% 4 '*!*#% ! '*r$*r +!* * * )* J%gr * '%)% *+ #!)% )* &r%)$'% &r "#&+*#*!'r 4 *"&r + "!r*'r$'r )* ! J%gr 4 $%#% +!* +*'%r" '*!*#% &r%)$'% * %! $%#*'";+* +"$%r* $%!"'*r "!. T%)% *'% *' %rg!"9)% &%r )*&r'#*!'%. E+ )*&r'#*!'% # (*!)* * *+ )*$%*+*$'r%J%gr &%r* *+ &r*$"% * # $/#%)%
*g")#*!'* *+ #!)% )* )# * *+ *r'* *+ * #r$ + '*!)*!$"
&*r% *' #4 &*g)% + $;++*r% J4 ! *#&'* *!'r* )# 4 $;++*r%.
En "ue se basa su plan estrat2-ico e maretin- T*!*r *+ %&%r'* &r %r#r + "+"/! * *+ $+"*!'* ;$ &r '"$*r !*$*"))* *++% $r*! + !*$*")) *#%$"%!+ )* *!$%!'rr '"$$"%!* *! + '"*!) )* g 4 !%%'r% +* )#% + '"$$"/! 'r( )* +% &r%)$'%.
5ue estrate-ias plantean para incrementar sus ventas N%%'r% %#% ! *"&% 4 $%#% *"&% '*!*#% )"*r*!'* r;r%
&%r
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$%#&rr !*'r% &r%)$'% *% ( )* + #!% $%! + 5*'r )* $%#&r * &+!""$! +% #*5%r* &r%)$'% + #*5%r* '*!)*!$" "! )) !% &%)r#% &+#r +% * *r*#%. P%r %'r% +)% '*!*#% + &r'* )* (*!' * *'#% *! ! $&$"'$"/! $%!'!'* &*r#!*!'* !)#% $r*!)% "!$*!'"(% $r*!)% #*$!"$ ;$!)% + #*5%r $'"') r*%r9!)% *+ r* )* (*!'.
5ue estrate-ias emplean para lanar un nuevo prouctos E! r*+")) '%)% +% &r%)$'% %! "g+* g !% * ! *#&r* &r%)$'%r * ! *#&r* $%#*r$"+"9)%r * )*$"r !%%'r% !% $r*#% &r%)$'% !%%'r% &r +!9r ! &r%)$'% J$*#% ! *')"% )* #*r$)% (*#% + (";"+")) )*+ &r%)$'% 4 *+ &r*$"% )*+ &r%)$'% +% r*g+ *+ #*r$)% 4 +% * ( +%grr + )"*r*!$" $%! %'r *#&r* ( *r + $%#&rr )* +% $+"*!'* 4 * +% $+"*!'* *'! $%!(*!$")% * *' * '"*!). N%%'r% $%#% '"*!) '*!*#% $%#% !$"/! (*!)*r * * 'r!%r#r ** $+"*!'* )#"r)%r *! ! $+"*!'* $%#&r)%r J$*r '%)% +% &%";+* &r (*!)*r. L +;%r )* #r*'"!g * * *++% %! +% g*!"% %! +% r'"' ")*! *'r'*g" ")*! $#&@ *'$. E++% %! +% * $r*! ")* &r 'r*r + &;+"$% + '"*!). E+ $+"*!'* '"*!* * *'r *!$!')% *+ #!)% )* '%)% +% !*g%$"% %! $%#% &"*9 + *#&r* * ! *"&% J4 )"*r*!'* '"&% )* *#&r* *#&r* $%#*r$"+"9)%r * $%#&rr 4 (*!)* ! ;"*! '!g";+* J4 %'r *#&r* * &r%)$* ! &r%)$'% )* (r" #'*r" &r"# 'r!%r# %'r% &r%)$'% * * ! *#&r* &r%)$'%r 4 + +'"# * + *#&r* )* *r("$"% $%#% +% ;%g)% #)"$% *% * ! *r("$"%.
5ue pasa si una marca no tiene respalo el p?blico E! ** $% '*!g% * $r*r + "!*rg" !*$*r" &r +"r )* ** &r%)$'% 4 ;$#% *'r'*g" $%#% *')"r *+ &r%)$'% 4 (*r &%r* !% * (*!)* 4 (*r
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$'%r* "!'*r!% 4 *'*r!% J$*r ! !+"" %) &%r *5*#&+% " !% * (*!)* ! &%+% J$*r $%#;"!$"%!* $%! %'r% '"&% )* r%& % '#;"! &%)*#% r*#'r *+ &%+% #*)"!'* %*r'.
Lanar una nueva marca C!)% '* J;+! )* +!9r ! #r$ !% "*r* )*$"r * * ;*!% &r '" ! *5*#&+% *! *')% !")% +* ! #r$ )* &*r#* 4 )* $ ! @% + +!9#% *! g 4 * !*( *! *+ #*r$)% )* g F+;*++ *% +* ++##% !*(% 4 ** &r%)$'% ( *'r *! %'r *#&r*. P*r% %'r $% * + #r$ &r%&" 4 !)"* + &*)* r &%r *5*#&+% SIBILA !)"* + &*)* r &%r* %#% )*@% )* * #r$ )* * %r# !%%'r% !% )"*r*!$"#% )* %'r% #*r$)% 4 J*#% &'*!')% ! $%!'r'% *&*$"+ $%! *'% &r%)$'% &%r*. L #r$ *$+"( * + #r$ * $+"*r !% + $%#*r$"+"9 4 &r J$*r *% * !*$*"' ! $%!'r'% )* ! *r'* # )* )"!*r%. T%) *#&r* ("(* )* ! &+!""$$"/! 4 '%)% * ; )* *'% &r '*!*r ! &*r&*$'"( 4 &r%4*$$"/! )* +% * "*r* (*!)*r 4 !)"* &*)* ("("r "! &r*&*'% )* (*!' 4 *'% * $*+g )* &r*&*'% )* g'%.
Cómo aumentan sus ventas T*!g% * $r*r 4 '*!*r + J*rr#"*!' !*$*r" !%%'r% '*!*#% !*'r 'r5*' * * ! gr! (*!'5 %! +% &+#%!* * !% &*r#"'* r*&"rr ;"*! *g!)% '*!*r ! &+! 4 *'r'*g" )* #r*'"!g * &*r#"'*! *5*$'r $#&@ &%r *% *+ #r*'"!g 4 + (*!' (! )* + #!% 4 * *++% &%!*! + 'r$$"/! )* + g*!'* 4 !%%'r% +* %r*$*#% +% &r%)$'% &r '"$$"/!.
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CANALES DE DIST$IB4CI&N E+ "'*# )* $%!'r%+ )* Sg F+;*++ * '"+"9 &r *+*$$"%!r *+ $!+ )* )"'r";$"/! )*$)% * )*$"r * *+ $%!'r%+ )*+ &r%)$'%. C!)% *+ &r%)$'% +* )* + #!% )*+ &r%)$'%r * &"*r)* *+ $%!'r%+ )*;")% * & *r &r%&"*)) )*+ $%#&r)%r 4 *'* &*)* J$*r +% * "*r* $%! *+ &r%)$'%. E++% "#&+"$ * * &*) )*5r *+ &r%)$'% *! ! +#$! % * * &r**!'* *! %r# )"*r*!'* *! !*+*. P%r $%!"g"*!'* * # $%!(*!"*!'* r ! $!+ $%r'% )* )"'r";$"/! 4 * &r%&%r$"%! ! #4%r $%!'r%+.
Los canales e istribución e Sa-a Falabella E+ $!+ )* )"'r";$"/! +% $%!'"'4* ! gr&% )* "!'*r#*)"r"% r*+$"%!)% *!'r* * J$*! ++*gr+% &r%)$'% 4 *r("$"% )* +% ;r"$!'* +% $%!#")%r* 4 r"% "!+*.
Canales e Distribución para (rouctos e ropa en Sa-a Falabella L% &r%)$'% "!)'r"+* '"*!*! ! )"'r";$"/! )"*r*!'* )* + )* +% &r%)$'% )* $%!#% 4 *#&+*! $'r% $!+* * %!
(rouctores . usuarios inustriales: *'* * *+ $!+ # + &r +% &r%)$'% )* % "!)'r"+ 4 * * # $%r'% 4 + # )"r*$'% '"+"9 r*&r**!'!'* )* (*!' )* + &r%&" ;r"$ &r + r%& * (*!)*!.
(rouctores . istribuiores inustriales . consumiores inustriales: *! *'* $% +% )"'r";")%r* "!)'r"+* r*+"9! + #"# !$"%!* )* +% #4%r"' 4 *! +g! %$"%!* )**#&*@! + !$"%!* )* +% #4%r"' 4 *! +g! %$"%!* )**#&*@! + !$"%!* )* *r9 )* (*!' )* +% ;r"$!'*.
(rouctores . a-entes . istribuiores inustriales . usuarios inustriales: *! *'* $!+ + !$"/! )*+ g*!'* * $"+"'r + (*!' )* +% &r%)$'% 4 + !$"/! )*+ )"'r";")%r * +#$*!r +% &r%)$'% J' * %! r**r")% &%r *+ r"% "!)'r"+.
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(rouctores . a-entes . usuarios inustriales: *! *'* $% +% )"'r";")%r* "!)'r"+* !% %! !*$*r"% 4 &%r +% '!'% * *+"#"!!. E5*#&+% &r%)$'% gr$%+.
Canales e istribución para prouctos e consumo: L% C!+* &r &r%)$'% )* $%!#% * )"(")*! (*9 *! $"!$% '"&% * * $%!")*r! +% # +*
(rouctores Consumiores: *' * + ( # $%r' 4 r&") * * '"+"9 *! *'* '"&% )* &r%)$'%. L %r# * # * '"+"9 * + (*!' )* &*r' *! &*r' + (*!' &%r $%rr*% *+ '*+*#*r$)*% 4 + (*!' &%r '*+%!%. L% "!'*r#*)"r"% *)! *r )* *'* "'*#.
(rouctores . minoristas . consumiores: *'* * *+ $!+ # ("";+* &r *+ $%!#")%r "!+ 4 gr! !#*r% )* + $%#&r * **$' + &;+"$% *! g*!*r+ * r*+"9 'r( )* *'* "'*#. E5*#&+% )* *'* $!+ )* )"'r";$"/! %! +% $%!$*"%!r"% '%#'"$* + g%+"!*r 4 + '"*!) )* r%&. E! *'% $% *+ &r%)$'%r $*!' g*!*r+#*!'* $%! ! *r9 )* (*!' * * *!$rgr )* J$*r $%!'$'% $%! +% #"!%r"' * (*!)*! +% &r%)$'% + &;+"$% 4 J$*! +% &*)")% )*& )* +% $+ +% (*!)*! + $%!#")%r "!+.
(rouctores . ma1oristas . minoristas o etallistas: *'* '"&% )* $!+ +% '"+"9 &r )"'r";"r &r%)$'% '+* $%#% #*)"$"! *rr*'*r 4 +"#*!'%. S* $%! &r%)$'% )* gr! )*#!) 4 * +% ;r"$!'* !% '"*!*! + $&$")) )* J$*r ++*gr &r%)$'% '%)% *+ #*r$)% $%!#")%r.
(rouctores . intermeiarios . ma1oristas . consumiores: *'* * *+ $!+ # +rg% * '"+"9 &r )"'r";"r +% &r%)$'% 4 &r%&%r$"%! ! #&+" r*) )* $%!'$'% &%r * r9/! +% ;r"$!'* '"+"9! +% "!'*r#*)"r"% % g*!'*. E'% * #4 r*$*!'* *! +% +"#*!'% &*r*$*)*r%.
27
E+ * * #*!$"%!*! *'% $!+* )* + #!*r *! * * J J*$J% !% "g!""$ * *! +% !"$% *! %$"%!* * J$* ! $%#;"!$"/! )* *++%.
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EL LA7#4T DE SAGA FALABELLA E+ +4%' * * &+"$ + E#&r* Sg F+;*++ * )*"!* + &%"$"/! *! *+ *&$"% <4 &r**!'$"/! gr"$= )* +% $%#&%!*!'* )* ! "'*#. E! &;+"$")) * + ")* )* ! )"r*$'%r )* r'* )* $/#% &r*$*r ! !!$"% '*r#"!)% ;r$!)% '%)% )*)* ! gr;'% J' *+ **$'% ("+ # $;)% *! *+ $%!'r%+ )* + *#&r* *'% '* 4)r J$*r ! +4%'.
La Auitoria E+terna E+ %;5*'"(% g*!*r+ )*+ r* * r*+"9r "!(*'"g$"/! 4 !+"" )* + &r"!$"&+* (r";+* #$r%*$%!/#"$ #"$r%*$%!/#"$ *$'%r"+* 4 r*g"%!+* )* !*'r% & 4 *!'%r!% "!'*r!$"%!+ $%#% )r *g"#"*!'% + #;"*!'* &%+'"$% 4 %$"+. S* J$* '#;"! *+ !+"" !)#*!'+ 4 '$!"$% )* + *#"%r * $%'"9! *! + B%+ )* V+%r* $%! *+ "! )* *+;%rr r*&%r'* $%! *'"#$"%!* 4 r*$%#*!)$"%!* * &%4*! + )*$""%!* )* + *#&r* )*+ Gr&% F"!!$"*r% 4 )* $+"*!'*.
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$ES4LTAD#S DE LAS ENC4ESTAS 1. 2 '"*!) &%r )*&r'#*!'% (""'W
GHI
riple1 Sa-a 3alabella
JHI
,. C) $!'% '"*#&% r*$*!' Sg F+;*++W
HI GHI
iario "uincenal
JHI
mensual
3. 2 $r+ '*) r*$*!' #W
0HI GHI
*ocCe1 san isiro KHI
mira3lores
. S"*#&r* r*$*!' + #"# $r+W 0HI si no LHI
30
. P%r #%'"(% %&' &%r Sg F+;*++W
HI GHI
buen am biente precios comoos JHI
calia el pr oucto
6. C/#% * *!'*r )* + &r%#%$"%!* )* Sg F+;*++W 0MI
/LI
T! raio meios escritos
HI
Gto trim:
KGI
:. C/#% * "*!'* '*) $%! *+ *r("$"% * +* ;r"!) Sg F+;*++W
0MI HI
satis3ec,o le a i-ual insatis3ec,o
0MI JJI
Gto trim:
31
8. C%! * &g +#*!'* $%#&r *! Sg F+;*++W
0HI GHI contao C)$ otro tipo e tar*eta KHI
>. 2 * +% * '*) $%#&r # *! Sg F+;*++W
0KI
/HI
0er trim: /o trim: Ner trim:
JKI
10.P%** + 'r5*' )* $r)"'% CMRW
GHI si no JHI
C#NCL4SI#NES
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L *#&r* &r**!' ! #r$) *'$"%!+")) *! +% #** )* #4% ., )* +% "!gr*% "!* )* 5!"% )*+ @% ,008 ! "!$r*#*!'% "#&%r'!'* " * %;*r(! +% #rg*!* J"'/r"$% #%'r)%. L )*$""/! * '*!' *! + /+") &%"$"/! $%#&*'"'"( * J &*r#"'")% Sg F+;*++ *r +)*r *! + "!)'r" )* '"*!) &%r )*&r'#*!'% $%#% + %r'+*$"#"*!'% )* + "'$"/! "!!$"*r r*+*5) *! + $r*$"*!'* $&$")) )* g*!*r$"/! )* r*$r% + )"#"!$"/! )* +% !"(*+* )* )*) 4 *+ !*(% &*r"+ )* (*!$"#"*!'% * (%r*$* + +"")*9 )* + E#&r*. L% $+"*!'* %! + *!'* )* '%)% +% r*$r% )* + *#&r* gr$" *++% &%)*#% *g"r $r*$"*!)% &%r +% '!'% '%) + %rg!"9$"%!* * )*;*! +% $+"*!'*. E+ Gr&% F+;*++ %&*r *! $'r% &* .1 $%! r*&*$'% "!* )* 5!"% )* ,00: &r%)$'% )* + &*r'r )* !*( '"*!) + **$'"(")) )* + $#&@ r*+"9) + #*5%r )* + $&$")) )""'"( )* + &%;+$"/! 4 *+ "!$r*#*!'% )* +% $r)"'% )* $%!#%. 7!'% *'* $r*$"#"*!'% * r*+"9/ ! *"$"*!'* g*'"/! )* $%'% 4 g'% * "!$r*#*!'r%! +% #rg*!* %&*r'"(% +% $+* &r%! )* r*&r**!'r *+ :.> )* +% "!gr*% *! + 30 )* 5!"% )* ,00: >., )* +% "!gr*% + $"*rr* )*+ &r"#*r *#*'r* )*+ @% ,008.
BIBLI#G$AF'A
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