O papel do atacado distribuidor generalista na cadeia de abastecimento do pequeno varejista - estudo de caso de um atacadista do Estado da Bahia

Abstract

The retail market is undergoing many behavioral changes, especially in relation to consumers seeking better service and convenience when choosing where to shop. Time is an increasingly valued factor in the daily life of these consumers, the attributions faced are increasingly challenging in the face of an economic environment with low stability and high competitiveness. So for this consumer to go to retail and not find what they are looking for, it means a waste of time and a strong possibility of changing the place of purchase. For this, retailers are challenged to make changes that increasingly improve this relationship, where having the desired product available on the retail gondola is a constant challenge. Wholesale General Delivery Distributor (ADGE) is responsible for supporting small retailers to be prepared to serve their customers well, their coverage for this customer profile reaches 95% in the Brazilian territory. Thus, the main objective of this dissertation is to evaluate the possible bottlenecks in the relationship between ADGE and the small retailer in Bahia that may cause shortages or “breakage” of products at the point of sale and, consequently, the loss of endconsumer loyalty. Specifically, we intend to analyze the following specificities of ADGE: Supply chain operation between ADGE and the small retailer of Bahia, identify and analyze the possible bottlenecks in this relationship, identify the impacts of these bottlenecks, identify if product breakdown is one of the impacts and how often it occurs, and finally identify the retailer's satisfaction with the distributor wholesaler's supply services. Evaluating the service offered by ADGE is a preponderant factor of this research, for that two specific functionalities were relevant in the conduction of the search of the information: the sale and the process of delivery of the goods. The methodology used for this evaluation was data collection through interviews based on the semi-structured script. This activity was carried out in the first half of 2019 with a universe of 12 retailers, comprising 3 main attributes about ADGE's role in the supply chain of the small retailer of Bahia: profile of the small retailer of the state of Bahia, quality of delivery ADGE and retailer's power and dependence on ADGE. Attributes that were considered as strengths of ADGE according to the retailers interviewed were “Price”, commercial in nature, broad mix of products to sell, delivery of purchased products (supply), fractional buying flexibility, relationship with the Independent Commercial Representative. (RCA) and partnership of promotional actions that leverage the competitiveness of these small retailers. On the other hand, the attribute that was considered less important for the interviewed customers were: the difference between orders placed versus orders received, difficulty in contacting the company to solve possible service and delivery problems, constant breakdowns in the delivered goods, deadline. Negotiated for delivery is not effective and lack of innovation actions. From the interviews were built 26 tables that measured the importance and performance of ADGE, as well as the profile and main challenges of these small entrepreneurs. Thus, it is possible to affirm that the results of this work will provide a better reading of ADGE's service delivery to small retailers in the state of Bahia, reducing the opportunities that may exist regarding ADGE's role in the small retailer's supply chain. . Therefore, highlighting the points that customers consider most important in addition to analyzing the best practices in the market is a differential to determine competitive advantage in the food and consumption retail food market.