Estudio de los canales de distribución de harina de pescado utilizados por ROSMEI S.A. y su eficiencia comercial.

Abstract

This study aims to analyze the efficiency of the fishmeal distribution channels used by ROSMEI S.A., identifying their strengths and weaknesses, and proposing improvement strategies to optimize their reach and competitiveness in the domestic and international markets. The research was conducted using a qualitative approach to obtain a specific view of the problem. Interviews were conducted with company executives and customers, in addition to a documentary review. The design was descriptive and analytical, allowing for the establishment of relationships between channel management and commercial performance. The results showed that ROSMEI S.A. maintains a traditional distribution system based on direct agreements with customers, without a systematic evaluation of its efficiency. This has resulted in the duplication of logistics routes, occasional missed delivery times, increased operating costs, and the migration of certain customers to competitors with more agile and flexible channels. It was also found that the company has not been able to effectively enter international markets due to limitations in its coverage and logistics capacity. Based on these findings, a proposal is made to improve the distribution system, including the incorporation of technological monitoring tools, route optimization, customer segmentation, and strengthening logistics to ensure timely deliveries under optimal conditions. These strategies seek to increase ROSMEI S.A.'s commercial efficiency, consolidate its presence in the domestic market, and open up opportunities for international expansion.