A logística reversa no âmbito de uma indústria alimentícia: estudo de caso

Abstract

Logistics has been the major catalyst in the operation of services between providers, industry, and the various existent intermediates until the arrival of the product to the final consumer. The following project tries to accomplish this need, get information regarding the reverse logistics process in a biscuit company in western Paraná, seeking to mitigate the influence of logistics in the company's costs. The objective of this investigation is to understand the process of sales management activities related to reverse logistics in the food industry, offering suggestions for improvement to the problem of improper return of products. Continuing, we present the theoretical basis. The project specifically covers a detailed study in channels of distribution and reverse logistics supporting organizational strategic actions. The methodology used in this project regards the nature of the research, is considered to be an applied research. In relation to one’s goals, it is characterized as a descriptive research. The methodological procedures used to conduct this study are: literature review, quantitative research and qualitative research. Data was collected on document analysis, interviews with the coordinator of the logistics sector and members of the sales team. The collected data was compared with the literature review about the proposed theme, to see if there is an agreement between theory and practice. The results are then presented and also their discussions. The study was conducted in the Southern region of Minas Gerais, due to the fact that there is a considerable number of buyers and also a high rate of return of biscuits. From this, the configuration of the channel distribution practiced by the company situated in the region studied and the main active intermediaries (retailers) is presented. The main reasons are pointed out related to improper return from: faults and failures on the manufacture of the product. Through the analysis of sales management, it was sought to propose suggestions in trying to alleviate, the return of the product to the manufacturer. To close the chapter, the importance of a broker as an intermediary to be inserted into the channel analysis distribution, indicating advantages with respect to a qualitative distributor is discussed.