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Modelo para la planeación del surtido, asignación de espacio y localización en góndola

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Palacios Villarraga, Nicolás Felipe
Ruiz Cruz, Carlos Rodrigo
Abstract (Spanish)
Introducción: Las decisiones operativas de un minorista implican que a través de su surtido se pueda satisfacer la demanda logrando la mayor utilidad posible haciendo el mejor uso posible de su espacio de exhibición. Este artículo presenta un modelo de programación lineal entera mixta cuyo propósito es maximizar la rentabilidad de un minorista considerando los efectos de sustitución dinámica entre artículos, impactos de la elasticidad del espacio sobre la demanda, niveles de servicio esperados de la exhibición y las decisiones de los compradores. Objetivo: Proponer un modelo que soporte la toma de decisiones de asignación de espacio, planeación del surtido y localización en góndola de un minorista. Metodología: Primero se analizan diferentes factores que afectan las decisiones objeto de estudio usando fuentes primarias y secundarias. Luego se desarrolla el modelo matemático y se evalúa su desempeño utilizando datos reales de una categoría de productos en un punto de venta de una cadena de supermercados. Resultados: En la instancia de prueba se obtiene la solución óptima en un tiempo computacional razonable y esta solución permite establecer la forma en la cual gestionar de mejor manera el surtido en el punto de venta, superando los resultados del método actual. Conclusiones: El modelo propuesto permite aumentar la utilidad de la cadena a través del surtido adecuado, con los espacios de exhibición justos y con la localización exacta de los artículos seleccionados.
Abstract (English)
Introduction− A retailer's operational decisions involve satisfying demand through their assortment, achieving the greatest possible utility and making the best allowed use of their exhibition space. This article presents an integer li-near mixed programming model, the purpose of which is to maximize a retailer's profitability, considering the effects of dynamic substitution between items, impacts of space elas-ticity on demand, expected exhibit service levels, and buyer decisions. Objective− To propose a model that supports decision ma-king in the allocation of space, assortment planning and location in a retailer's gondola.Methodology− First, different factors affecting the deci-sions being studied are analyzed using primary and secon-dary sources. Then we develop the mathematical model and evaluate its performance using real data of a category of products in a point of sale of a supermarket chain. Results− In the test instance the optimal solution is obtai-ned in a reasonable computational time, allowing to esta-blish the best way in which to manage the assortment at the point of sale, surpassing the results of the current method. Conclusions− The proposed model allows to increase the utility of the chain through the adequate assortment, with the right exhibition spaces and the exact location of the se-lected items.
Extent
13 páginas
URI: https://repositorio.escuelaing.edu.co/handle/001/1600
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AI - Centro de Investigación en Manufactura y Servicios – CIMSER
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