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Category Management

In: Business and Management

Submitted By apuente
Words 1989
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Manual de Uso
KatWise
Category Managment Game

Índice

pág

o Manual del Participante...................................................... 2
1 Juegos y Simulaciones ......................................................... 2
1.1 Datos del Juego ..............................................................................3
1.2 Información de Entrada..................................................................3
1.2.1
1.2.2

Ventas promedio de la categoría..........................................................4
Segmentación de Mercado ..................................................................4

1.3 Menú del Juego ..............................................................................5
1.3.1
1.3.2

Comentarios ........................................................................................5
Mix de Productos activos para semana actual del juego ......................5

1.4 Jugada semana x.............................................................................5
1.4.1
1.4.2
1.4.3
1.4.4
1.4.5

Decisiones Surtido Productos y Precios...............................................6
Decisiones Promociones......................................................................7
Decisiones Cantidad/Volumen ............................................................9
Grupos de SKU para la semana ...........................................................9
Frecuencia de reposición ...................................................................10

1.5 Informes de Resultados (Participante/Semana)...........................12
1.5.1
1.5.2
1.5.3
1.5.4

Resumen ventas semanal por SKU....................................................12
Resumen de Reposición ....................................................................12
Resumen de Stock Out ......................................................................13
Ingreso neto semanal por SKU..........................................................14

1.6 Informes de Resultados Acumulados ..........................................15
1.7 Informes de Resultados Comparativos ........................................16
1.7.1
1.7.2

Comparativos de Ingresos Netos .......................................................16
Comparativos de Ingresos Netos Acumulado ....................................17

1

o Manual del Participante
Este rol en el caso de que el juego sea usado para el algún curso corresponde a los Alumnos.

El Participante es aquel que tiene el rol de Administrador de la Categoría, por lo tanto es el encargado de tomar las decisiones relevantes en el juego, maneja una gran cantidad de variables con el fin de maximizar sus utilidades.

1 Juegos y Simulaciones
La primera interfaz que se encuentra es la siguiente, en donde puede ver todos sus juegos al hacer clic en ver mis juegos,

presentándosele los nombres de los juegos, la fecha de creación, el

estado, la semana en que se encuentra jugando y un icono para entrar a cada juego

Al hacer clic en el icono entrar se muestra la Ficha del Juego para el Participante, la que cuenta con varios puntos que se detallan a continuación.

2

1.1 Datos del Juego
Es de carácter informativo, muestra la categoría, las etapas y características de la sala como el horario de atención y el espacio disponible para ubicar los productos.

1.2 Información de Entrada
No es modificable por el participante, sólo es apreciativo. Es la información que se muestra para guiar las decisiones a tomar en el juego.

3

1.2.1

Ventas promedio de la categoría

En la tabla se muestra información del comportamiento de cada SKU disponible, no varia, al pasar las semanas, hace referencia al estado inicial del juego. Cuenta con datos de Ventas en Q y
P, Precios de Adquisición y Venta y Gross Margin por SKU. También incluye gráficos de cantidades vendidas por producto y de Ingresos obtenidos por SKU.

1.2.2

Segmentación de Mercado

Este informe da cuenta de la distribución de los diferentes segmentos de los clientes que ingresan diariamente al supermercado.

4

1.3 Menú del Juego
1.3.1

Comentarios

En este item el jugador puede ingresar datos, comentarios o utilizarlo como foro, los que se guardan con nombre, fecha y hora, quedando ha vista de todos los otros participantes incluyendo al administrador.

1.3.2

Mix de Productos activos para semana actual del juego

Enseña los atributos de Marca, Calidad, Variedad, Diseño, Tamaño y Precio para los SKU elegidos por el instructor para la semana correspondiente.

1.4 Jugada semana x

5

Este ítem es el más relevante pues es donde el jugador toma todas las decisiones del juego. Se muestra un punto blanco cuando la decisión correspondiente no ha sido llenada. Las decisiones de promociones y de Grupos de SKU no son obligatorias1. Una vez terminado este proceso se activa un link que permite al jugador mandar la jugada al instructor para que este la simule.

1.4.1

Decisiones Surtido Productos y Precios

Este item es muy relevante pues el Jugador debe poner precio a los productos, pero este no puede superar el 30% de descuento para que la elección sea valida. También el participante puede tomar
1
Si no se llena la decisión de promociones se asume que el participante no desea promocionar productos en esa semana. En el caso de no llenar los grupos de SKU, se toma como base la agrupación de la semana anterior, por lo tanto solo es obligatoria tomar esta decisión en la primera semana del juego.

6

decisiones de poner Avisaje, que consiste en publicitar en la revista que se entrega a la entrada del supermercado, o bien puede poner Display, que trata en poner señalizaciones en los pasillos para llamar la atención de los clientes. Tiene un máximo de 2 Avisajes y 2 Display cada 2 semanas (solo puede elegir en las semanas impares).

A los productos que el jugador desea vender les pone un valor distinto a cero en el espacio correspondiente a Precio Unitario y a los que no quiere vender le pone un cero, además se le entrega información del Precio de Adquisición Regular, Precio de Adquisición de la Semana
Actual y el Precio Sugerido que corresponde al precio de mercado.

Si se desean vender productos, de alguna marca en particular, que no se vendían la semana anterior, se debe incurrir en un gasto, llamado Costo de Incorporación de Marca, el que es constante para todo el juego y sale indicado sobre cada tabla.

1.4.2

Decisiones Promociones

El jugador debe decidir si poner promociones en cada SKU, de ser así, puede otra en poner un
Regalo Básico o un Regalo Medio, donde el primero tiene un costo de $30 por unidad y el Medio

7

de $60 por unidad en promoción, también decide la cantidad de productos que desea promocionar, y finalmente el sistema le arroja un Costo de Promoción por SKU.

Cada SKU sólo se puede promocionar una vez en todo el juego.

Cada marca cuenta con un presupuesto limitado por el instructor, esta decisión la toma en el estado es por iniciar, por lo tanto no es modificable en los distintos periodos, y se va descontando semana a semana cada vez que el jugador utilice promociones. Este dato se ubica en la parte superior de cada tabla.
En la parte inferior del interfaz viene otra serie de tablas, corresponde

un Resumen de

Promociones de Regalo en semanas anteriores, la que se enseña continuación.

Esta tabla muestra los que se ha gastado del presupuesto en promociones, la semana en que se hizo la promoción, el tipo de regalo que se le adjunto a cada SKU, el total de unidades promocionadas y las ventas no comercializadas.

8

1.4.3

Decisiones Cantidad/Volumen

Estas decisiones corresponden a como el jugador desea ubicaros los diferentes productos en el espacio asignado (4 bandejas de 130x60x80 cm.).

1.4.4

Grupos de SKU para la semana

9

En esta ficha el jugador agrupa los SKU con el fin de utilizar las mismas frecuencias de reposición entre los productos del grupo, las que serán tomadas más adelante.

1.4.5

Frecuencia de reposición

Se selecciona cada grupo, conformado con anterioridad en el item Grupos de SKU para la semana, y se llena el horario con la frecuencia de reposición que el jugador estime conveniente.
Es importante notar que de deben llenar todas las celdas y que el dato de frecuencia que ingrese tiene que ir en unidades de minutos, es decir si quiero reponer cada 3 horas hay que colocar 180
(sin unidad) y luego hacer clic en rellenar, de este mismo modo el participante debe completar las celdas para todo los grupos que conformó. También pude ver sus decisiones de frecuencia de las semanas anteriores.

Una vez rellenado para todos los grupos y todos los bloques horarios debe hacer clic en el boton
Volver a Parámetros.

10

Envío de Resultados

Una vez tomadas todas las decisiones y estar seguro, debe hacer clic en el botón Confirmar
Decisiones.

Con esto se queda a la espera de la ejecución de la simulación port parte del Instructor para poder liberar la siguiente etapa del juego.

Los siguientes son los reportes a los que puede acceder el participante luego a partir de la primera etapa jugada.

11

1.5 Informes de Resultados (Participante/Semana)
Es de carácter informativo, muestra el comportamiento por semanas del jugador.

1.5.1

Resumen ventas semanal por SKU

Se selecciona la semana que se desea observar, da cuenta de las ventas por producto, tanto en cantidad como en utilidad, entregando el Gross Margin, que corresponde la diferencia entre precio de adquisición y venta, multiplicado por la cantidad de productos vendidos.
También cuenta con dos gráficos que muestran la distribución de las Cantidades Vendidas y el
Gross Margin por cada SKU, vendido en la semana observada.

1.5.2

Resumen de Reposición

12

Se selecciona semana que se desea observar, muestra cada SKU con la cantidad de paquetes por caja de reposición, la cantidad de ventas, las veces que se repuso cada SKU (caja), el tiempo que demoró en la reposición, y le costo asociado a las reposiciones.

Finalmente, se enseña un grafico con cada SKU y las unidades vendidas.

1.5.3

Resumen de Stock Out

13

Se selecciona la semana que se desea observar, muestra las ventas por SKU, el stock que no se vendió por que no había producto en góndola y un ratio de lo que no se vendió por el total de posibles ventas. Para finalizar enseña un grafico que muestra la distribución de lo que se dejó de vender en proporción por concepto Stock Out para cada SKU.

1.5.4

Ingreso neto semanal por SKU

En este item el jugador puede apreciar como se ha comportado su ingreso en las diferentes semanas. Una de las tablas que se muestra contiene atributos como venta en dinero, costos de adquisición de productos, Gross Margin y los costos de reposición e incorporación por cada
SKU, puesto en góndola la semana observada.

La tabla que ese encuentra en la parte inferior contiene información de los productos que fueron retirados del mix de la semana anterior. Se entrega el número de SKU que fue sacado de góndola, el Precio Unitario de Adquisición relacionado al SKU, el Inventario en Góndola que corresponde a las unidades que se encuentran en exhibición por el precio de adquisición de la semana en exhibición, también entrega en porcentaje el inventario que se pierde por efecto de retirar los

14

productos, el Costo de Salida al retirar los productos del mix y finalmente un resumen de las pérdidas por sacar los productos con respecto la semana anterior.

Se presentan gráficos que muestran el comportamiento de los SKU vendidos la semana a analizar, tanto desde el punto de vista del Gross Margin como de los Ingresos Netos.

1.6 Informes de Resultados Acumulados
Informes de Resultados (Participante/Acumulados)
Es de carácter informativo. Es igual al item anterior, pero muestra el comportamiento acumulado del participante por todo el período jugado.

Los reportes disponbles son:

Resumen ventas

Resumen de Reposición

15

Ingreso neto

1.7 Informes de Resultados Comparativos
Es de carácter informativo,

muestra el comportamiento por semanas del jugador de modo

comparativo con los ingresos obtenidos por otros participantes.

1.7.1

Comparativos de Ingresos Netos

Hace una comparación por semana entre participantes de Ingresos Netos que corresponde a
Gross Margin, a Costo de Reposición, Costo de incorporación y Costos por salida del mix. Es importante destacar que si bien la información es por semana no todos los jugadores se encuentran en una misma semana, no todos han jugado hasta la misma etapa. En el ejemplo se ve que la comparación corresponde a la primera semana y el jugador 2 no ha jugado aun, pues no tiene datos. Finalmente, un gráfico muestra los ingresos netos de cada participante.

16

1.7.2

Comparativos de Ingresos Netos Acumulado

Es igual al ítem anterior, pero es un acumulado de las semanas jugadas para cada participante.

17…...

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Data Categories

...Data Categories Data categories are groupings of data with common characteristics or features. Master Data | Master data describe the people, places, and things that are involved in an organiza- tion’s business.Examples include people (e.g., customers, employees, vendors, suppliers), places (e.g., locations, sales territories, offices), and things (e.g., accounts, products, assets, docu- ment sets).Because these data tend to be used by multiple business processes and IT systems, standardizing master data formats and synchronizing values are critical for successful system integration.Master data tend to be grouped into master records, which may include associated reference data. An example of associated reference data is a state field within an address in a customer master record. | Transactional Data | Transactional data describe an internal or external event or transaction that takes place as an organization conducts its business.Examples include sales orders, invoices, purchase orders, shipping documents, pass- port applications, credit card payments, and insurance claims.These data are typically grouped into transactional records, which include associated master and reference data. | Reference Data | Reference data are sets of values or classification schemas that are referred to by systems, applications, data stores, processes, and reports, as well as by transactional and master records.Examples include lists of valid values, code lists, status codes, state......

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