1.

Company:

POSTOBON S.A.

POSTOBÓN is Colombia's largest producer of soft drinks, juices and bottled water. However,
although it has a broad product portfolio, it is the leader in the sale of carbonated
beverages.

2. SWOT ANALYSIS
MATRIX OFA IN THE LOISTICAL SECTION OF THE COMPANY POSTOBON
D S.A. Internal Situational Analysis External Situational Analysis
Strengths Weaknesses Opportunities Threats
Logistics Organization 1. High 1. The information does 1. For being 1. Competence to
commitment not is handled in a contained level
with the single system, the in a international,
work and with which in some cases same for the free
the problems occur organization marketing
organization with the interfaces which s
by the and are dammed make up 2. High turnover
personnel of activities in the a set of of the staff
the logistics area. different areas of the of companies operative,
2. It has process. independent implies
divisions and 2. In some plants tes, processes
department production is maintains new from
os greater than the a relationship adaptation.
specialized capacity of the charity with 3. Factors
s in each personal. the environmental,
stage of the 3. Poor communication suppliers affect the
process between the areas of . productivity
logistics. sales and packaging 2. Expansion of the company.
3. It has products of new
certification finished, 2 markets.
s recognized vital areas in the 3. Growth
by ISO in process. from
the processes export
from es.
production and 4. Growth
quality sector.
independient 5. Mayor
e. competitivene
4. There are ss ad by
megaplants, implements
Cedis plants of the
and agencies. ISO standards
Which 14000 and
allows a ISO 45000.
good
distribution
and
 of
transportation,
warehousing
and marketing
processes.
5. Your
operating
infrastructure.
Products and customers. 1. The unit price 1. Great 1. Inconveniences
is slightly higher demand in terms of
Distribution channels. than the exerted by product
competition. consumers is distribution in
2. Its wide for the some areas of
portfolio, leading to product. the country due
1. Manages a non-fulfillment of 2. They have to difficult
franchise with orders for some The latest access or poor
PepsiCo products. technology road conditions.
products, ensures that 2. Production of
which is why the products new products
the brand has are kept under because of
consolidated control. NAFTA.
its position in
the market.
2. Formula of the
secret product,
the product is
inimitable.
3. Reliability of
product
quality.
4. The product
can be
obtained in
any place of
sale, such as:
restaurants,
supermarkets,
neighborhood
stores, movie
theaters,
discotheques,
etc.
5. The wide
product
portfolio,
makes it a
highly
competitive
company.
Procurement. 1. You have 1. In the off-season 1. It has 1. For the
internal sales, the company the raw conveyors
warehouses has little material, in .
and
 floor space, which timely, as the 2. States of the
impedes efficient suppliers are ways.
product rotation. from the same 3. Restrictions
storage 2. Oversizing of organization. imposed by the
capacity. production, 2. The company state.
2. It has the increased sales, The
technology understaffing, company's
and equipment shortage of supplies. own freight
suitable for forwarder is a
efficient premium in
storage. times of
3. It has constraint to
own shelves to have the
store the product
product. available in a
4. The systems timely
The manner.
computerized
systems make
it possible to
have the
supply needs
detected.

Customer 1. The distribution of 1. Your 1. The no

Service the The The failure to
The product is made company's comply with
by a contracting market customer
company, which permanence requests may
generates a rigidity enables it to affect the
1. It has a in the treatment of attract new company's
effective the client. customers. image.
customer 2. Inconveniences with 2. Loyalty 2. Any case
service tool, delivery of the offer and customer of poor quality
which is to the customer. satisfaction. may have a
measurable 3. Launches of social impact on
"ROSITA". new products, lead the company.
2. Immediate to offers, which has 3. The
commitment always led to under- The failure to
of top deliveries. deliver orders is
management fatal, since the
and involved competition
personnel to (Coca-Cola)
solve PQRS. would take
3. High advantage.
capacity of
attention in
punctuality to
solve and
kindness for
the reception
of the
complaint that
is imposed.
 3. DOFA STRATEGIES

FORMULATION OF DOFA STRATEGIES IN LOGISTICS MANAGEMENT

POSTOBON S.A. Strategies
FO DO FA DA
1. Penetration of 1. Increased focus 1. Hiring by
new markets on emotional autsorcing
through marketing. method.
outsourcing. 2. To rely on 2. Launch a line
2. Adding related permanent of new
services to the advertising. services or
1. Strengthen the business. 3. Maintain the products to
brand's 3. Acquiring new lobby. customers.
consolidated franchises to 4. Maintain 3. Increase
image. avoid R&D foreign participation
2. Constant costs investments in NGOs.
commercial 4. Maintain and external 4. Support to
participation marketing reserves. political
with state-of- strategies campaigns
the-art without with affinity
products. sacrificing to the
3. Endorsement of additional company.
new products risk.
backed with
the company's
image.
4. Leverage
market
knowledge
and track
record, which
the emerging
competition
does not have.