{"id":61931,"date":"2018-10-09T10:41:12","date_gmt":"2018-10-09T14:41:12","guid":{"rendered":"https:\/\/www.agribusinessglobal.com\/?p=61931"},"modified":"2019-11-13T10:41:02","modified_gmt":"2019-11-13T15:41:02","slug":"agrichemicals-the-politics-of-channel-management","status":"publish","type":"post","link":"https:\/\/www.agribusinessglobal.com\/pt\/agrochemicals\/agrichemicals-the-politics-of-channel-management\/","title":{"rendered":"Agroqu\u00edmicos: A Pol\u00edtica da Gest\u00e3o de Canais"},"content":{"rendered":"

Nota do editor:<\/strong> Este artigo foi publicado originalmente em LinkedIn<\/a>.<\/em><\/p>\n

H\u00e1 muitos anos, havia uma gangue not\u00f3ria de ladr\u00f5es de lojas de roupas nos Estados Unidos. modo de opera\u00e7\u00e3o<\/em> era simples, mas elegante. Eles usavam um longo bast\u00e3o para remover grandes quantidades de roupas dos cabideiros de uma s\u00f3 vez, roubando as lojas muito rapidamente.<\/p>\n

E um dia, como diz a lenda urbana sobre esse crime<\/a>, a gangue foi pega quando uma loja, por sugest\u00e3o de um policial, organizou suas roupas com cabides alternados voltados para dire\u00e7\u00f5es opostas (veja a fotografia abaixo). Isso bagun\u00e7ou a arruma\u00e7\u00e3o e o modus operandi da gangue e atrasou os ladr\u00f5es, for\u00e7ando-os a remover um cabide de cada vez.<\/p>\n

\"Hangers\"

Cr\u00e9ditos das fotos: Venkatesh Rao, Breaking Smart Newsletter: Pol\u00edtica de Produtividade<\/a>.<\/p><\/div>\n

Adoro essa hist\u00f3ria porque ela me ajuda a ilustrar um ponto que aprendi a valorizar nos \u00faltimos 10 meses em que estive imerso no setor de insumos agr\u00edcolas:<\/p>\n

Gest\u00e3o de canais \u00e9 pol\u00edtica<\/h2>\n

Canal, no final das contas, \u00e9 sobre stakeholders competindo para controlar a distribui\u00e7\u00e3o. A raz\u00e3o fundamental pela qual voc\u00ea deve estudar o canal e suas estruturas de distribui\u00e7\u00e3o (N\u00edvel 1, N\u00edvel 2) profundamente n\u00e3o \u00e9 simplesmente se \u201corganizar\u201d ou \u201ceficiente\u201d at\u00e9 a \u00faltima milha por si s\u00f3, mas para ganhar controle pol\u00edtico sobre o canal. Caso contr\u00e1rio, voc\u00ea corre o risco de outra pessoa assumir o controle.<\/p>\n

Deixe-me explicar a verdade \u00f3bvia.<\/p>\n

N\u00e3o existe canal \u201cdesorganizado\u201d. Todo estado de \u201corganiza\u00e7\u00e3o\u201d do canal \u00e9 um meio de controle para algu\u00e9m. E se voc\u00ea n\u00e3o sabe quem \u00e9, provavelmente n\u00e3o \u00e9 voc\u00ea. \u00c0 medida que constru\u00edmos plataformas que gerenciam o canal atrav\u00e9s da intelig\u00eancia da m\u00e1quina<\/a>, torna-se ainda mais cr\u00edtico entender quem se beneficia de uma estrutura espec\u00edfica de distribui\u00e7\u00e3o.<\/p>\n

\u00c9 por isso que eu quero falar hoje sobre a pol\u00edtica de Channel Management. Vamos mergulhar?<\/p>\n

No meu \u00faltima postagem<\/a>, quando fiz a pergunta \u201cO que influencia o comportamento de compra dos agricultores indianos, quando se trata de insumos agr\u00edcolas?\u201d e analisei a import\u00e2ncia cr\u00edtica do Canal de Com\u00e9rcio<\/a> no marketing de insumos agr\u00edcolas, recebi um coment\u00e1rio interessante de Aashish Argade<\/a>, Professor Assistente no Instituto de Marketing Rural, Anand.<\/p>\n

Aashish escreveu:<\/p>\n

\u201cPassei cerca de quatro anos na ind\u00fastria de insumos agr\u00edcolas e senti que n\u00e3o havia inova\u00e7\u00e3o na maioria das pr\u00e1ticas e processos comerciais... Acho que insumos agr\u00edcolas s\u00e3o, em grande parte, uma ind\u00fastria orientada por produtos e\/ou pre\u00e7os \u2014 empresas bem-sucedidas ou t\u00eam produtos novos ou t\u00eam pre\u00e7os baixos. Nenhum esfor\u00e7o foi feito para entender o consumidor ou o membro do canal mais de perto.\u201d<\/em><\/p>\n

Mesmo que voc\u00ea discorde dos coment\u00e1rios dele sobre entender os membros do canal, \u00e9 fato que ainda temos um longo caminho a percorrer para entender profundamente as necessidades do canal e dos clientes.<\/p>\n

Pense nisso.<\/p>\n

Por que os problemas fundamentais na distribui\u00e7\u00e3o de canais ainda n\u00e3o foram resolvidos? Taslima Khan<\/a>, na hist\u00f3ria dela<\/a> em Tempos Econ\u00f4micos<\/em> sobre startups agr\u00edcolas<\/a>,resumiu bem<\/p>\n

\u201cEles (Agri Startups) est\u00e3o tentando interromper os canais tradicionais de distribui\u00e7\u00e3o \u2014 lojas de varejo locais e cooperativas intimamente associadas aos agricultores h\u00e1 s\u00e9culos, mas que t\u00eam desafios inerentes, como disponibilidade intempestiva de produtos, pre\u00e7os n\u00e3o transparentes e produtos falsificados.\u201d<\/strong><\/em><\/p>\n

\u201cDesafios inerentes?\u201d. Absolutamente.<\/p>\n

Se voc\u00ea tem trabalhado duro por uma d\u00e9cada tentando resolver esses problemas para as principais empresas agroqu\u00edmicas do mundo, como n\u00f3s da iConcept, voc\u00ea sabe que estamos falando de tr\u00eas problemas intrat\u00e1veis, emaranhados e confusos.<\/p>\n

A prop\u00f3sito, voc\u00ea sabe qual \u00e9 a maneira mais moderna ou mais sexy de resolver, ou pelo menos afirmar ao mundo que voc\u00ea est\u00e1 resolvendo esses problemas em 2018?<\/p>\n

Com as devidas desculpas aos utopistas do mundo da tecnologia, estou falando sobre Blockchain. Muitos acreditam que todos os caminhos para resolver a Rastreabilidade e produtos falsificados em insumos agr\u00edcolas terminam em Blockchain, apesar de sua barreiras significativas<\/a> de desempenho, escalabilidade, seguran\u00e7a e sustentabilidade energ\u00e9tica.<\/p>\n

Se voc\u00ea nos perguntar, com uma d\u00e9cada de experi\u00eancia, n\u00f3s imaginamos at\u00e9 agora que nada \u00e9 mais perfeitamente adequado \u00e0s condi\u00e7\u00f5es do mercado indiano (ou mesmo outros mercados emergentes, como nossa experi\u00eancia nas Filipinas, Qu\u00eania, Mal\u00e1sia e Indon\u00e9sia atesta) do que a humilde solu\u00e7\u00e3o de c\u00f3digo de barras. Claro, pode n\u00e3o parecer t\u00e3o legal quanto o Block Chain. No entanto, em termos de custo. efici\u00eancia. flexibilidade. \u00c9 a melhor solu\u00e7\u00e3o indiana apropriada.<\/p>\n

Aqui est\u00e1 o fluxo de trabalho completo da nossa abordagem de solu\u00e7\u00e3o de codifica\u00e7\u00e3o de barras m-PIN, que agora se tornou a norma do setor agroqu\u00edmico.<\/p>\n

\"Agrichemicals:<\/p>\n

Este diagrama \u00e9 amplamente autoexplicativo, e n\u00e3o quero bater nossos pr\u00f3prios tambores. Mas, devo lhe dizer isso.<\/p>\n

Em nossa experi\u00eancia at\u00e9 agora, essa abordagem dupla de Inner mPIN e outer mPIN cria um loop de feedback positivo para abordar os desafios do Channel Inventory e Channel Loyalty juntos. Ela ajuda as empresas de sementes h\u00edbridas e agroqu\u00edmicas a abordar os desafios mutuamente conflitantes de maximizar a Product Availability e a Working Capital Improvement.<\/p>\n

Maximizar a disponibilidade do produto \u00e9 algo \u00f3bvio. Mas o que \u00e9 melhoria do capital de giro? Para a maioria de voc\u00eas, isso \u00e9 um neg\u00f3cio cotidiano. Deixe-me explicar o b\u00e1sico, para os n\u00e3o iniciados.<\/p>\n

Melhoria do Capital de Giro:<\/h2>\n

Ao gerenciar o canal, voc\u00ea se esfor\u00e7a para otimizar os dados de invent\u00e1rio para determinar os n\u00edveis corretos de estoque de seguran\u00e7a. Voc\u00ea define normas de invent\u00e1rio ideais, tamanhos de lote. Voc\u00ea analisa invent\u00e1rio obsoleto e de movimenta\u00e7\u00e3o lenta e equilibra o estoque entre os locais para garantir menor custo de manuten\u00e7\u00e3o de invent\u00e1rio.<\/p>\n

At\u00e9 agora tudo bem.<\/p>\n

Essa abordagem resolve todos os tr\u00eas problemas acima, de uma vez por todas?<\/p>\n

Voc\u00ea sabe a resposta.<\/p>\n

Talvez ajude refletir sobre o que Henry David Thoreau disse uma vez sobre tecnologia.<\/p>\n

\u201cA tecnologia \u00e9 um meio melhorado para um fim n\u00e3o melhorado\u201d<\/strong><\/em><\/p>\n

O que torna a gest\u00e3o do Canal uma fera pol\u00edtica \u00e9 exatamente essa percep\u00e7\u00e3o.<\/p>\n

Esses tr\u00eas problemas s\u00e3o pol\u00edtico<\/strong> por design. E para trabalhar efetivamente com esses problemas, voc\u00ea precisa de clareza de vis\u00e3o estrat\u00e9gica, capacidade de experimentar estruturas de distribui\u00e7\u00e3o (veja a imagem abaixo para uma vis\u00e3o geral das estruturas) e implement\u00e1-las em seus parceiros de canal e, por \u00faltimo, mas n\u00e3o menos importante, construir sistemas de neg\u00f3cios eficazes que possam controlar efetivamente os canais em linha com sua vis\u00e3o estrat\u00e9gica.<\/p>\n

\"Structures-of-Distribution\"<\/p>\n

Se voc\u00ea ler as falas, a moral da hist\u00f3ria inicial dos ladr\u00f5es de cabides fica bem clara.<\/p>\n

No momento em que voc\u00ea tenta impor uniformidade em todas as bordas do seu canal perto da \u00faltima milha, voc\u00ea est\u00e1 se expondo a ser atacado por seus concorrentes. Na verdade, quanto mais fraca for a for\u00e7a do seu canal, mais variada deve ser sua estrutura de distribui\u00e7\u00e3o (com base em restri\u00e7\u00f5es geogr\u00e1ficas) para maximizar a disponibilidade e resistir ao controle na vol\u00e1til equa\u00e7\u00e3o pol\u00edtica entre os fabricantes de insumos agr\u00edcolas e os parceiros de canal.<\/p>\n

Como voc\u00ea joga a arte do gerenciamento de canais? Como voc\u00ea executa melhores programas de engajamento de canais? Voc\u00ea experimenta diferentes estruturas de distribui\u00e7\u00e3o dependendo de suas metas de escala? Como voc\u00ea fez a transi\u00e7\u00e3o de uma estrutura para outra estrutura de distribui\u00e7\u00e3o?<\/p>\n

Voc\u00ea concorda com meus pontos? Gostaria de compartilhar seu feedback sincero? Leia. Debata. Argumente. Na se\u00e7\u00e3o de coment\u00e1rios.<\/p>\n

PS: Este post foi inspirado por esta newsletter incr\u00edvel que li no Pol\u00edtica de Produtividade<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

Nota do editor: Este artigo foi publicado originalmente no LinkedIn. Muitos anos atr\u00e1s, havia uma gangue not\u00f3ria de\u2026<\/p>","protected":false},"author":110,"featured_media":61935,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[54],"class_list":["post-61931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agrochemicals","tag-featured-home"],"yoast_head":"\nAgrochemicals: The Politics of Channel Management - AgriBusiness Global<\/title>\n<meta name=\"description\" content=\"Editor's note: This article was originally published on LinkedIn. 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