Gomez Aparicio Juan Miguel - Gestion Logistica Y Comercial

Ciclo
Formativo

Grado

Superior

Gestión logística y comercial

Juan Miguel Gómez Aparicio

www.mhe.es/cf/administracion

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Gestión logística y comercial

Juan Miguel Gómez Aparicio
Revisión Técnica
Ángel María Ayensa Esparza

MADRID - BARCELONA - BOGOTÁ - BUENOS AIRES - CARACAS - GUATEMALA
MÉXICO - NUEVA YORK - PANAMÁ - SAN JUAN - SANTIAGO - SÃO PAULO
AUCKLAND - HAMBURGO - LONDRES - MILÁN - MONTREAL - NUEVA DELHI - PARÍS
SAN FRANCISCO - SÍDNEY - SINGAPUR - ST. LOUIS - TOKIO - TORONTO

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Derechos reservados © 2013, respecto a la primera edición en español, por:

McGraw-Hill/Interamericana de España, S.L.
Edi cio Valrealty, 1.a planta
Basauri, 17
28023 Aravaca (Madrid)

*4#/ 978-84-481-8566-4
Obra original: Gestión logística y comercial © 2013,
respecto a la primera edición en español, por McGraw-Hill Interamericana de España, S.L.

ISBN edición original: 978-84-481-8406-3
"VUPSFT EFM NBUFSJBM DPNQMFNFOUBSJP Ángel María Ayensa Esparza, Carlos Sanz Alcaide
&EJUPSFT EFM QSPZFDUP Silvia Pascual, Marisa Ruiz, Germà Bustamante
&EJDJÓO Miguel Montanyà
%JTFÒP EF DVCJFSUB rload.es
%JTFÒP JOUFSJPS dfrente.es
'PUPHSBGÎBT QuickImage, NASA, Maissinal, Ministerio de Fomento, Archivo McGraw-Hill
*MVTUSBDJPOFT Pablo Vázquez
$PNQPTJDJÓO Estudio S.C.

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Presentación

El texto Gestión Logística y Comercial, que sustituye a Gestión de
aprovisionamiento, ha sido desarrollado según el currículo de la Formación
Profesional específica para el Ciclo Formativo de Grado Superior de Administración
y Finanzas y, en concreto, a partir de las directrices establecidas en el Real Decreto
1584/2011 (BOE n.º 301 de 15/12/2011).

La Formación Profesional tiene como fundamento la aplicación práctica de los
conocimientos; así pues, se ha intentado conciliar teoría y práctica, dando una
visión global de la realidad empresarial.

Hemos dividido el proceso de aprendizaje y, por tanto, la secuencia de contenidos
en 7 unidades:

En la Unidad 1, se intenta reforzar el concepto de logística como un pensamiento
que abarca la globalidad de la empresa, desde la cadena de suministros hasta la
puesta a disposición del producto al cliente, captando la información que subyace
en todo el proceso con la finalidad de una mejora continua.

En la Unidad 2, analizamos uno de los factores que conforma el entorno
empresarial: los proveedores. Su búsqueda, selección y evaluación son
componentes esenciales para crear riqueza en la empresa. Aprender técnicas de
negociación siempre es importante en la vida, pero sin duda es clave cuando se
relacionan dos organizaciones.

En la Unidad 3, nos centramos en la gestión de las compras. No debemos olvidar
una frase que nos guía en esta unidad: «El beneficio se gesta en una buena
compra». La importancia de la función de aprovisionamiento y sus relaciones
con otras áreas de la empresa, así como el cálculo del coste de las compras
y su control, son los componentes principales que conforman esta unidad.

En la Unidad 4, nos enfrentamos con las técnicas más usuales para el tratamiento
y control de las existencias de los materiales y productos de la empresa.
Conceptos como el volumen óptimo de pedido, el punto de pedido y el stock de
seguridad y sus costes asociados son los ítems a estudiar.

En la Unidad 5, tratamos lo referente a la disposición de los almacenes. El diseño,
la localización e indicadores de control de los mismos son los conceptos que nos
guían en el desarrollo de la unidad.

En la Unidad 6, exponemos la importancia que hoy día tiene el transporte como
parte de la logística. En ella, analizamos las características de los principales
medios de transporte, cómo minimizar sus costes y el análisis de las cláusulas
Incoterms que rigen en el comercio internacional.

En la Unidad 7, introducimos al alumno en los costes de toda la cadena logística,
con especial énfasis en los de gestión de compras, almacenamiento y distribución,
así como los distintos métodos para su incorporación al producto final.

Deseo agradecer la labor de las dos editoras que ha tenido el proyecto: Silvia
Pascual, en un primer momento, y Marisa Ruiz, con el que ve la luz. Sus atentas
observaciones han permitido llevar a buen fin esta obra.

Ciudad Real, enero de 2013

El autor

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Índice

La gestión logística

1 1. El concepto de logística................................................................................................................................................................................................... 8
2. La logística como fuente de ventajas competitivas.............................................................................................................................................10
3. La logística comercial.....................................................................................................................................................................................................12
4. Ubicación de la función logística en el organigrama de la empresa ..............................................................................................................13
5. La planificación logística...............................................................................................................................................................................................15
6. La red logística ................................................................................................................................................................................................................. 17
7. La logística inversa..........................................................................................................................................................................................................20
8. La Responsabilidad Social Corporativa y la logística...........................................................................................................................................21
Síntesis......................................................................................................................................................................................................... 23
Test de repaso ............................................................................................................................................................................................ 24
Comprueba tu aprendizaje...................................................................................................................................................................... 25
Práctica final............................................................................................................................................................................................... 27

Búsqueda, selección y evaluación de proveedores

2 1. Los proveedores como parte del entorno ...............................................................................................................................................................30
2. La búsqueda de proveedores .......................................................................................................................................................................................32
3. La selección de proveedores........................................................................................................................................................................................34
4. La estrategia de negociación con los proveedores ...............................................................................................................................................45
Síntesis......................................................................................................................................................................................................... 50
Test de repaso ............................................................................................................................................................................................ 51
Comprueba tu aprendizaje...................................................................................................................................................................... 52
Práctica final............................................................................................................................................................................................... 54

La gestión de las compras

3 1. La función de aprovisionamiento...............................................................................................................................................................................56
2. La función de compras ..................................................................................................................................................................................................58
3. El coste de las compras .................................................................................................................................................................................................63
4. El control de las compras y sus indicadores ...........................................................................................................................................................69
5. El periodo medio de maduración de la empresa...................................................................................................................................................76
Síntesis......................................................................................................................................................................................................... 80
Test de repaso ............................................................................................................................................................................................ 81
Comprueba tu aprendizaje...................................................................................................................................................................... 82
Práctica final............................................................................................................................................................................................... 84

La gestión de las existencias

4 1. Las existencias: definición y clases............................................................................................................................................................................86
2. Funciones del departamento de aprovisionamiento ...........................................................................................................................................88
3. El control de los materiales..........................................................................................................................................................................................90
4. Los costes de la gestión de las compras ..................................................................................................................................................................94
5. Los costes de almacenamiento...................................................................................................................................................................................95
6. El volumen óptimo de pedido (VOP) ........................................................................................................................................................................96
7. El punto de pedido....................................................................................................................................................................................................... 102
8. El stock de seguridad y sus costes asociados .......................................................................................................................................................107
9. Cálculo del punto de pedido y del stock de seguridad cuando la demanda sigue una distribución normal ...................................112
Síntesis....................................................................................................................................................................................................... 114
Test de repaso .......................................................................................................................................................................................... 115
Comprueba tu aprendizaje.................................................................................................................................................................... 116
Práctica final............................................................................................................................................................................................. 118

4

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Índice

El almacén dentro de la red logística

5 1. El almacén ...................................................................................................................................................................................................................... 120
2. Funciones del almacén ............................................................................................................................................................................................... 123
3. Las zonas del almacén (lay-out) ..............................................................................................................................................................................131
4. Localización de almacenes.........................................................................................................................................................................................135
5. Indicadores de control de almacenes .................................................................................................................................................................... 142
Síntesis....................................................................................................................................................................................................... 144
Test de repaso .......................................................................................................................................................................................... 145
Comprueba tu aprendizaje.................................................................................................................................................................... 146
Práctica final............................................................................................................................................................................................. 148

La gestión del transporte

6 1. La función de transporte ........................................................................................................................................................................................... 150
2. Los modos de transporte............................................................................................................................................................................................152
3. Las cláusulas Incoterms ............................................................................................................................................................................................. 162
4. Los modelos de transporte ....................................................................................................................................................................................... 167
5. El problema del viajante de comercio ....................................................................................................................................................................171
Síntesis....................................................................................................................................................................................................... 174
Test de repaso .......................................................................................................................................................................................... 175
Comprueba tu aprendizaje.................................................................................................................................................................... 176
Práctica final............................................................................................................................................................................................. 178

Los costes logísticos

7 1. El concepto de coste logístico.................................................................................................................................................................................. 180
2. Los costes del departamento de compras ........................................................................................................................................................... 182
3. Los costes de almacenaje y distribución............................................................................................................................................................... 184
4. Clasificación de los costes......................................................................................................................................................................................... 188
5. La asignación de costes a los productos ................................................................................................................................................................191
Síntesis ....................................................................................................................................................................................................... 202
Test de repaso ..........................................................................................................................................................................................203
Comprueba tu aprendizaje....................................................................................................................................................................204
Práctica final.............................................................................................................................................................................................206

ANEXO. Seguimiento de la actividad y de la documentación a través de diagramas de flujo........................................................... 207

TABLA DE LA DISTRIBUCIÓN NORMAL TIPIFICADA .................................................................................................................................................................... 214

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Cómo se utiliza este libro

Presentación de la unidad 2Unidad

Aquí encontrarás los criterios de Búsqueda, selección
evaluación de la unidad. y evaluación de proveedores

Además te avanzamos los conte- En esta unidad aprenderemos a:
nidos que se van a desarrollar.
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Cierre de la unidad

5 El almacén dentro de la red logística

Síntesis &- "-."$²/ Almacenes de entrada Síntesis Test de repaso

Almacenes de salida Esquema resumen de los contenidos estudiados Ayuda a detectar cualquier laguna de conoci-
en la unidad. mientos.
TIPOS DE ALMACENES

Según la Según Según Según
naturaleza del la la función la
logística
producto localización propiedad
Consolidación
Materias Central Propio
primas Ruptura
Regional En alquiler
Productos Combinado
en curso De plataforma Leasing

Productos
terminados

Material
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1Unidad

La gestión logística

En esta unidad aprenderemos a:
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 DY dg_Škla[Y afn]jkY&

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1 La gestión logística

1. El concepto de logística

=f ]k]f[aY$ dY logística [gfkakl] ]f hdYfa^a[Yj q hgf]j ]f eYj[`Y dYk Y[lana\Y\]k f][]kYjaYk hYjY
dd]nYj Y [YZg [mYdima]j hjgq][lg& HYjY ]ddg k] la]f]f ]f [m]flY dYk nYjaYZd]k im] dg \]^af]f$ ]k%
lYZd][a]f\g dYk j]dY[agf]k im] ]pakl]f ]flj] ]ddYk& 9kŠ$ dY dg_Škla[Y fg ]k mf [gf[]hlg j]Yde]fl]
fm]ng hYjY fgkgljgk2 k] ljYlY \] mf hjg[]kg e]flYd im] Yfl][]\] Y [mYdima]j kalmY[af ^afYd ]f
dY im] hj]l]f\Yegk l]f]j †palg&

<]k\] ]d hmflg \] naklY ]ehj]kYjaYd$ dY logística k] j]^a]j] Y dY ^gjeY \] gj_YfarY[af im]
Y\ghlYf dYk ]ehj]kYk ]f dg j]^]j]fl] Yd YhjgnakagfYea]flg \] eYl]jaYd]k$ hjg\m[[af$
YdeY[†f q \akljaZm[af \] hjg\m[lgk&

Importante ;]fljf\gfgk$ Y hYjlaj \] Y`gjY$ ]f dY dg_Škla[Y ]ehj]kYjaYd$ hg\]egk af\a[Yj im] ]kl] [gf[]h%
lg `Y a\g km^ja]f\g ljYfk^gjeY[agf]k g$ ek ]pY[lYe]fl]$ `Y a\g YehdaYf\g km [Yehg \] Y[%
GZl]f]j dgk e]bgj]k eYl]jaYd]k Yd [af Y dg dYj_g \]d la]ehg& 9kŠ$ hg\]egk \a^]j]f[aYj lj]k eZalgk2
e]fgj [gkl] hgkaZd]$ mladarYjdgk \]
dY eYf]jY ek ]^a[Yr q ]^a[a]fl]$ q  DY dg_Škla[Y [geg distribución física, []fljf\gk] ]f dY j]\m[[af \] dgk [gkl]k \]d ljYfk%
]flj]_Yj ]d hjg\m[lg Yd [da]fl] ]f ]d hgjl]&
ege]flg Y\][mY\g$ mladarYf\g dYk
e]bgj]k nŠYk q Yd e]fgj [gkl]& =klYk  DY dg_Škla[Y [geg integración de las actividades internas \]d ^dmbg \] eYl]jaYd]k ]f dY ]e%
kgf dYk Y[lana\Y\]k im] la]f]f [Y\Y hj]kY \akljaZm[af ^Ška[Y q ^YZja[Y[af!& :Ybg ]kl] ]f^gim] fg k] [gfl]ehdYf dYk j]dY[agf]k
n]r ek aehgjlYf[aY hYjY k]j [ge% [gf hjgn]]\gj]k q [da]fl]k&
h]lalangk$ q \] km hdYfa^a[Y[af k]
]f[Yj_Y dY dg_Škla[Y&  DY dg_Škla[Y [geg integración de las actividades internas y externas \]d ^dmbg \] eYl]jaY%
d]k ]f dY [Y\]fY \] kmeafakljgk ]f dY im] k] `YddY afl]_jY\Y dY ]ehj]kY& =d gZb]lang ]k dg_jYj
mfY n]flYbY ]f dY hjg\m[[af e]fgj]k [gkl]k! q mfY n]flYbY ]f [geh]lalana\Y\ e]fgj]k
hj][agk!&

=f dgk \gk hjae]jgk eZalgk$ dYk Y[lana\Y\]k \] dY ]ehj]kY kgf naklYk [geg ^mf[agf]k ]klYf[Yk$
k]hYjY\Yk ]flj] kŠ2 fg ]pakl] mf j]khgfkYZd] im] [ggj\af] dY _]klaf afl]_jYd$ im] nY \]k\] ]d
Yfdakak \] dY f][]ka\Y\ \] eYl]jaYd]k `YklY dY hm]klY Y \akhgka[af \]d hjg\m[lg Y dgk [da]fl]k&
DY dg_Škla[Y ]k h]j[aZa\Y [geg mf [gfbmflg \] Y[lana\Y\]k \]h]f\a]fl]k \] dY ^mf[af \] [g%
e]j[aYdarY[af$ ek im] [geg mf hjg[]kg im] YŽY\] nYdgj Y dY ]ehj]kY&

@gq ]f \ŠY$ ]d [gf[]hlg \] dg_Škla[Y nY mfa\g Y mfY hYdYZjY [dYn]2 integración; ]k \][aj$ Y dY
nakaf _dgZYd \] dYk Y[lana\Y\]k ljY\a[agfYd]k \] YhjgnakagfYea]flg$ hjg\m[[af$ YdeY[]fYb]$
ljYfkhgjl] q \akljaZm[af& Lg\Yk ]klYk lYj]Yk `Yf hYkY\g \] ljYlYjk] k]hYjY\Ye]fl] Y [gfka\]%
jYjk] ZYbg mfY nakaf [gfbmflY$ hYjY j]YdarYjdYk [gf dY epaeY ]^a[Y[aY q \] dY ^gjeY ek ][g%
fea[Y hgkaZd]&

Ventaja
competitiva

Productos Productos
diferenciados diferenciados y

competitivos

Ventaja
en costes

Productos no Productos
diferenciados competitivos

Fig. 1.1. DY dg_Škla[Y la]f] mfY j]dY[af \aj][lY [gf dY [Yda\Y\ q [gf ]d [gkl]
\] dgk hjg\m[lgk ^afYd]k \] dY ]ehj]kY& =klgk \gk ]d]e]flgk \]l]jeafYf
km hgka[af ]f ]d e]j[Y\g&

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1La gestión logística

=f fm]kljYk na\Yk [gla\aYfYk$ ea]fljYk [gfkmeaegk Za]f]k q mladarYegk k]jna[agk$ Yh]fYk fgk Importante
\Yegk [m]flY \] im] \]ljk \] ]kgk hjg\m[lgk ]pakl] mfY [Y\]fY dg_Škla[Y im] `Y h]jeala\g
`Y[]jdgk dd]_Yj `YklY fgkgljgk& Hgj ]b]ehdg$ n]egk mf j]klYmjYfl] kgdg [geg mf dm_Yj hYjY DY dg_Škla[Y ]k mf j]Y afl]_jY\gjY
[ge]j$ q fg [geg kakl]eY dg_Škla[g& H]jg ]f †d ]pakl] mf dm_Yj \gf\] YdeY[]fYj dgk Ydae]flgk$ ]f dYk ]ehj]kYk&
mfY [g[afY hYjY ljYfk^gjeYjdgk$ mf kakl]eY \] ljYfkhgjl] `YklY dgk [da]fl]k dgk [YeYj]jgk! q
mf dm_Yj \] ]flj]_Y dYk e]kYk!& =d [gkl] ^afYd \] mf hjg\m[lg ]kl
\aj][lYe]fl] j]dY[agfY\g [gf dYk
Q hgj kmhm]klg$ fm]kljYk ]ph][lYlanYk [gf j]kh][lg Yd j]klYmjYfl] ]klf \aj][lYe]fl] j]dY[ag% Y[lana\Y\]k dg_Škla[Yk& Hgj ]kg$ dY
fY\Yk [gf dY dg_Škla[Y2 ]kh]jYegk mf dm_Yj Y_jY\YZd] q [eg\g \gf\] hg\Yegk j]dY[agfYjfgk$ dg_Škla[Y bm]_Y mf hYh]d \]klY[Y\g
k] fgk Yla]f\Y [gf hjgflalm\ q YeYZada\Y\$ fgk kajnYf hjg\m[lgk [gf mfY Zm]fY j]dY[af [Yda% ]f dY ]kljYl]_aY [geh]lalanY \] dYk
\Y\%hj][ag$ ]l[& ]ehj]kYk&

DY dg_Škla[Y j]khgf\] Y dgk k]ak ¿[gjj][lgkÀ2 Zmk[Y im] dgk hjg\m[lgk [gjj][lgk$ ]f [Yfla%
\Y\]k [gjj][lYk q ]f dY [gf\a[af [gjj][lY$ k]Yf ]flj]_Y\gk ]f ]d dm_Yj [gjj][lg$ ]f ]d
ege]flg [gjj][lg q Yd [gkl] [gjj][lg&

Actividades 9

1. DY dg_Škla[Y$ [geg [a]f[aY \]d YhjgnakagfYea]flg$ lmng kmk afa[agk ]f ]d eZalg eadalYj$
[geg j]khm]klY Y dY f][]ka\Y\ \] YZYkl][]j jha\Ye]fl] Y dgk ]b†j[algk \mjYfl] dY _m]%
jjY& Afn]kla_Y ]f Afl]jf]l kgZj] dY dg_Škla[Y eadalYj2 af\a[Y kmk kaeadalm\]k [gf dY dg_Škla[Y
\] dY ]ehj]kY q k]ŽYdY ]b]ehdgk ]f dgk im] [gf^dmqYf dgk afl]j]k]k \] YeZYk&

2. Af\a[Y ]b]ehdgk \] ]ehj]kYk [mqY ]kljYl]_aY \] [ge]j[aYdarY[af k]Y dY \] g^j][]j
hjg\m[lgk \a^]j]f[aY\gk Ymfim] h]jl]f]r[Yf Yd eakeg k][lgj \] Y[lana\Y\& ¸Hgj im†
[j]]k im] dg `Y[]f7

3. Af\a[Y ]b]ehdgk \] ]ehj]kY [mqY ]kljYl]_aY \] [ge]j[aYdarY[af k]Y dY \] g^j][]j hjg%
\m[lgk \a^]j]fl]k$ h]jg lg\gk ZYbg ]d hYjY_mYk \] dY eakeY eYj[Y&

4. =f mfgk _jYf\]k YdeY[]f]k$ ¸im† Y[lana\Y\]k [j]]k im] ]klf j]dY[agfY\Yk [gf dY
dg_Škla[Y7

5. 9[[]\] Y dY h_afY o]Z \] dY Gj_YfarY[af FY[agfYd \] LjYkhdYfl]k (www.ont.es) q
\]^af] dYk nYjaYZd]k im] [gfka\]jYk im] h]jl]f][]f Y dY dg_Škla[Y& GZk]jnY dg aehgj%
lYfl] \] dY [ggj\afY[af \] dYk \aklaflYk Y[lana\Y\]k&

6. @Y[] nYjagk YŽgk$ =hkgf q Kgfq \][a\a]jgf [gehYjlaj km _]klaf dg_Škla[Y ]f =khYŽY&
=f [gf[j]lg$ ^ajeYjgf mf Y[m]j\g hYjY ]phdglYj [gfbmflYe]fl] ]d []fljg \] \akljaZm%
[af \] Kgfq ]f ;Ykl]ddYj \]d NYdd‡k$ :Yj[]dgfY& =d gZb]lang \] YeZYk [gehYŽŠYk ]jY
hjghgj[agfYj Y kmk [YfYd]k \] \akljaZm[af mf k]jna[ag ek jha\g q ]^a[a]fl]$ Yk]_m%
jYf\g ]d kmeafakljg \] kmk hjg\m[lgk&
=hkgf l]fŠY mf []fljg hjghag h]jg$ ]f najlm\ \]d [j][aea]flg im] `YZŠY ]ph]jae]flY%
\g dY ]ehj]kY$ ^aje [gf Kgfq dY mladarY[af [gfbmflY \] km []fljg$ im] ]jY ]d ek
_jYf\] \] ]kl] lahg ]f =khYŽY& =klg h]jeala [YfYdarYj jha\Ye]fl] mf _jYf ngdme]f
\] hjg\m[lgk$ \] eg\g im] ]d jha\g Yme]flg \] dY \]eYf\Y \] hjg\m[lgk \] =hkgf
hm\a]jY k]j Yl]f\a\g kaf j]ljYkgk&
L]fa]f\g ]f [m]flY ]klY af^gjeY[af$ [gfl]klY [gf dY Yqm\Y \] Afl]jf]l2

a) ¸Im† [dYk] \] hjg\m[lgk [ge]j[aYdarY ]pY[lYe]fl] =hkgf7 ¸Q Kgfq7 ¸Im† kaea%
dalm\]k la]f]f YeZgk lahgk \] hjg\m[lgk ]f [mYflg Y km YdeY[]fYb] q km \aklja%
Zm[af7

b) Ka =hkgf `mZa]jY ghlY\g hgj [gfkljmaj mfY fm]nY fYn] dg_Škla[Y hjghaY$ ¸[eg
`YZjŠY Y^][lY\g ]kl] `][`g Y dYk hgkaZada\Y\]k \] ]phYf\aj km f]_g[ag `YklY im] dY
fm]nY fYn] `mZa]jY ]klY\g \akhgfaZd]7

c) ¸=f im† e]\a\Y ]kl] Y[m]j\g hm]\] Yqm\Yj Y =hkgf Y e]bgjYj dgk k]ak ¿[gjj][lgkÀ
\] km dg_Škla[Y7

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1 La gestión logística

2. La logística como fuente
de ventajas competitivas

Recuerda MfY ]ehj]kY k] \a^]j]f[aY \] kmk [geh]la\gj]k hgj kmk [gkl]k q hgj dY h]j[]h[af im] la]f]f
DY dg_Škla[Y YŽY\] nYdgj Y dY ]ehj]% dgk [da]fl]k \] kmk hjg\m[lgk ^j]fl] Y dgk im] j][aZ]f \] dY [geh]l]f[aY& Hgj ]ddg$ [Y\Y Y[lana%
kY hgjim] Yme]flY dY [Yda\Y\ \]d \Y\ im] k] j]YdarY ]f dY ]ehj]kY d] Yqm\Y Y \a^]j]f[aYjk] ]f [gkl]k q ]f nYdgj YŽY\a\g&
k]jna[ag&
;gf dY ^afYda\Y\ \] \a^]j]f[aYj dYk Y[lana\Y\]k dg_Škla[Yk ]k]f[aYd]k ]kljYl†_a[Yk g hjaeYjaYk! \]
Importante dYk fg ]k]f[aYd]k \] Yhgqg!$ Ea[`Y]d Hgjl]j afljg\mbg mf eg\]dg ]f ]d im] dY cadena de valor
Dg ]k]f[aYd ]f dYk ]kljYl]_aYk \] \a% \] dY ]ehj]kY k] [gehgf] \] \gk [dYk]k \] Y[lana\Y\]k LYZdY )&)!2
^] j] f [ a Y [ a  f ] k i m ] d g k [ d a ] f l ] k
Yhj][a]f dYk n]flYbYk [geh]lalanYk  Primarias: kgf dYk im] ^gjeYf ]d hjg[]kg hjg\m[lang \] dY ]ehj]kY \]k\] mf hmflg \] naklY
\] dgk hjg\m[lgk im] g^j][] dY ]e% ^Ška[g$ YkŠ [geg km ljYfk^]j]f[aY q km Yl]f[af hgkn]flY Yd [da]fl]&
hj]kY&
 De apoyo: kajn]f \] kghgjl] Y dYk Y[lana\Y\]k hjaeYjaYk$ _YjYflarYf\g ]d fgjeYd ^mf[agfY%
ea]flg \] dY ]ehj]kY&

Actividades primarias Actividades de apoyo

 =d YhjgnakagfYea]flg&  DY hj]nakaf \] af^jY]kljm[lmjYk&
 DY hjg\m[[af&  Dgk j][mjkgk `meYfgk&
 DY \akljaZm[af&  =d \]kYjjgddg l][fgd_a[g&
 =d eYjc]laf_ q dYk n]flYk&  DYk ^afYfrYk&
 DY hj]klY[af hgkn]flY&

Tabla 1.1. ;dYka^a[Y[af \] dYk Y[lana\Y\]k dg_Škla[Yk k]_”f ]d ]f^gim] \] dY [Y\]fY \] nYdgj \] Hgjl]j&

DY función logística [ggj\afY dYk Y[lana\Y\]k hjaeYjaYk$ q km [gjj][lg ^mf[agfYea]flg YhgjlY
mf Y`gjjg [gfka\]jYZd] \] j][mjkgk Y dY ]ehj]kY Yd Y[lmYj kgZj] dgk [gkl]k q kgZj] ]d nYdgj
_dgZYd \] dY ]ehj]kY&

=d hjg[]kg hYkY hgj [gfn]jlaj dgk j][mjkgk$ YljaZmlgk q [gfg[aea]flgk [gf im] mfY ]ehj]kY
[m]flY q \] dgk im] kmk janYd]k [Yj][]f!$ ]f mfY ventaja competitiva, q ]ddg km[]\] [mYf\g
]klgk kgf h]j[aZa\gk hgj kmk [da]fl]k&

Hg\]egk j]kmeaj ]f \gk dYk ventajas competitivas Y \]kYjjgddYj hgj dY ]ehj]kY2

 DY j]\m[[af \]d [gkl]&

 DY j]\m[[af \]d la]ehg&

El factor coste ]k ]k]f[aYd$ qY im]$ ]flj] gljYk [gkYk$ [gf\a[agfY dYk hgkaZada\Y\]k \] dY
]ehj]kY hYjY j]\m[aj kmk hj][agk \] n]flY&

=d precio \] dgk hjg\m[lgk ]k mf YljaZmlg im] ]d [da]fl] ka]ehj] [gehYjYj [gf dgk \] dY [ge%
h]l]f[aY& DY ]ehj]kY afl]flYj j]ZYbYjdg dg epaeg hgkaZd]$ h]jg ]klg la]f] mf dŠeal]2 ]d hj][ag
\]d hjg\m[lg fg hm]\] k]j af^]jagj Yd coste \] gZl]f]jdg$ hm]k \]bYjŠY \] k]j j]flYZd]$ YkŠ im]
ek im] `YZdYj \] hgdŠla[Yk \] j]\m[[af \] hj][agk$ `YZjŠY im] j]^]jajk] Y ]kljYl]_aYk \] ghla%
earY[af \] dgk eakegk&

El factor tiempo k] []fljY ]f dY j]\m[[af \]d lead time. K] ljYlY \]d la]ehg im] e]\aY
\]k\] im] k] afa[aY mf hjg[]kg YhjgnakagfYea]flg$ YdeY[]fYb]$ ^YZja[Y[af q \akljaZm%
[af! `YklY km ^afYdarY[af [gf dY ]flj]_Y Yd [da]fl]&

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1La gestión logística

Caso práctico 1

DY ]ehj]kY @]jjmeZj]$ K&9&$ \]\a[Y\Y Y dY [gfn]jkaf \] [`YlYjjY ]f `a]jjg \md[]$ hj]k]f%
lY dY ka_ma]fl] k][m]f[aY \] hjg[]kgk2

Actividad Tiempo Lead time Importante
MfY \] dYk hjaf[ahYd]k ^mf[agf]k \]
9hjgnakagfYea]flg )( )( dY dg_Škla[Y ]k j]\m[aj dgk lead times.
9deY[]fYb] \] dY eYl]jaY hjaeY 5 )-
>YZja[Y[af 8 23 Importante
9deY[]fYb] \]d hjg\m[lg l]jeafY\g 9 32 Mf eYqgj f”e]jg \] jglY[agf]k
LjYfkhgjl] Yd YdeY[†f []fljYd 3 35 aehda[Y mf \]k[]fkg ]f dgk lead
LjYfkhgjl] hYjY n]flY 2 37 times.

Mf af\a[Y\gj \] dY n]flYbY [geh]lalanY \] [Y\Y Y[lana\Y\ k] gZla]f] Y ljYn†k \] dY ka%
_ma]fl] jYlag$ j]dY[agfY\Y [gf ]d ^Y[lgj la]ehg2

La]ehg \] Y[lana\Y\ ˜ )((
La]ehg lglYl

<] ]klY ^gjeY$ ]d Šf\a[] [gjj]khgf\a]fl] Y dY Y[lana\Y\ \] YdeY[]fYea]flg k]jŠY2

5 ⋅ )(( = )+$-)
37

=klg fgk af\a[Y im] ]d )+$-) \]d la]ehg \] lg\Y dY [Y\]fY \] nYdgj \] dY ]ehj]kY [g%
jj]khgf\] Y \a[`Y Y[lana\Y\& DY _]klaf dg_Škla[Y afl]flY j]\m[aj Yd epaeg dgk hdYrgk hYjY
gZl]f]j mfYk jglY[agf]k la]ehg \] [Y\Y Y[lana\Y\ \ana\a\Y ]flj] ]d la]ehg lglYd! ek
jha\Yk$ [gf dYk [gjj]khgf\a]fl]k e]bgjYk \]d k]jna[ag$ j]\m[[af \] ]khY[ag q [gkl]k \]
[Y\Y Y[lana\Y\&

Actividades

7. Af\a[Y dYk Y[lana\Y\]k im]$ Y lm hYj][]j$ [gf^gjeYf dY ^YZja[Y[af \] mf daZjg& ¸;md]k
h]jl]f][]jŠYf Y dY dg_Škla[Y q [md]k fg7 Af\a[Y dYk im] kgf hjaeYjaYk q dYk im] kgf \]
Yhgqg&

8. <=DA;AGK9 ]k mf `gjfg im] ^YZja[Y lg\g lahg \] hYkl]d]jŠY$ q hj]k]flY dY ka_ma]fl]
k][m]f[aY ]f kmk Y[lana\Y\]k2

Actividad Tiempo Lead time

9hjgnakagfYea]flg 3 3
9deY[]fYb] \] dY eYl]jaY hjaeY 2 5
>YZja[Y[af ) 6
9deY[]fYb] \]d hjg\m[lg l]jeafY\g ) 7
LjYfkhgjl] Y dgk []fljgk \] n]flY ) 8

;Yd[mdY ]d Šf\a[] \] dY Y[lana\Y\ \] YhjgnakagfYea]flg q \] ljYfkhgjl]&

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1 La gestión logística

Recuerda 3. La logística comercial

DY ^mf[af \] distribución Yla]f\] Hg\jŠYegk [YjY[l]jarYj dY logística comercial [geg Yim]ddY hYjl] \] dY Y[lana\Y\ ]ehj]kYjaYd
dY \]eYf\Y \] dgk [da]fl]k q ]d ]f% im] la]f] [geg ^afYda\Y\ dY hj]nakaf$ gj_YfarY[af q [gfljgd \]d ^dmbg \] eYl]jaYd]k q \] af^gj%
nŠg \] hjg\m[lgk hgj dgk [YfYd]k \] eY[af$ \]k\] dYk ^m]fl]k \] YhjgnakagfYea]flg `YklY ]d [gfkmea\gj ^afYd&
[ge]j[aYdarY[af&
DY Yfl]jagj \]^afa[af ]k nda\Y$ h]jg hg\]egk `Y[]jd] dYk ka_ma]fl]k hj][akagf]k2

 Kgdg la]f] ]f [m]flY ]d egnaea]flg \] eYl]jaYd]k$ [mYf\g dYk ]ehj]kYk \] k]jna[agk lYe%
Za†f hm]\]f Yhjgn][`Yj dYk n]flYbYk \] dY dg_Škla[Y&

 Fg [gfl]ehdY gljgk [gf[]hlgk [geg dY dg[YdarY[af \] dYk hdYflYk$ dgk fan]d]k \] afn]flYjagk
g dgk af\a[Y\gj]k \] _]klaf$ Y dgk im] fgk j]^]jaj]egk ]f ]kl] l]plg&

 Fg ]kl af[dma\Y dY ddYeY\Y logística inversa, ]k \][aj$ ]d [gfl]ehdYj ]d [YfYd \] \]ngdm[af
\] hjg\m[lgk hgj k]j h]j][]\]jgk$ gZkgd]lgk g hj]k]flYj \]kh]j^][lgk$ fa dgk j]ka\mgk im]
hm]\]f _]f]jYj&

=k mf ]jjgj emq [ge”f [gf^mf\aj dgk l†jeafgk ¿\akljaZm[af ^Ška[YÀ q ¿dg_Škla[YÀ& DY \aklja%
Zm[af ^Ška[Y k] j]^a]j] Y dY mfa^a[Y[af \] [af[g kmZkakl]eYk ljYfkhgjl] \] eYl]jaYd]k$ YdeY%
[]fYb]$ ]eZYdYb]$ [Yj_Y'\]k[Yj_Y q ljYfkhgjl] \] hjg\m[lgk l]jeafY\gk!& =f [YeZag$ dY dg_Šk%
la[Y ]k em[`g ek YehdaY q$ [geg hg\]egk gZk]jnYj ]f dY >a_mjY )&*$ nY da_Y\Y Y dgk hjg[]kgk
\] lg\Yk dYk ]ehj]kYk& Hgj ]kg$ ek im] ]klYj hj]g[mhY\gk hgj \Yj [gf mfY ”fa[Y \]^afa[af \]
dg_Škla[Y$ \]Z]egk [gehj]f\]j km fYlmjYd]rY [geg e][Yfakeg \] [ggj\afY[af \] dYk lj]k
^mf[agf]k Zka[Yk \] dY ]ehj]kY2 aprovisionamiento, producción y distribución. =klYk$ Y km
n]r$ la]f]f Ykg[aY\Yk gljY k]ja] \] kmZ^mf[agf]k [geg kgf dYk ]f[mY\jY\Yk ]f dY \akljaZm[af
^Ška[Y! im] lYeZa†f \]Z]f [ggj\afYjk]&

Hgj lYflg$ dY dg_Škla[Y \Y kghgjl] Yd YhjgnakagfYea]flg$ Y dY hjg\m[[af q Y dY \akljaZm[af$
\]k\] mfY nakaf \] j]\m[[af \] [gkl]k q \] e]bgjY ]f ]d k]jna[ag g^j][a\g Yd [da]fl]& H]jg kgZj]
lg\g$ \]Z]egk gZk]jnYjdY [geg mfY `]jjYea]flY ]kljYl†_a[Y ]plj]eY\Ye]fl] ]^a[Yr$ [YhYr \]
_]klagfYj \] mfY ^gjeY ek jY[agfYd Y dY ]ehj]kY q Yme]flYj km fan]d \] [geh]lalana\Y\&

Proveedores t Adquisiciones de materia prima
Función de aprovisionamiento t Control de los almacenes de dichos materiales
t Gestión de inventarios de materiales

Función de producción t C iclo de fabricación (transformación de los mate-
riales en productos terminados)

Función de distribución t Almacenaje de los productos terminados
Clientes t Embalaje
t Transporte de los productos terminados (in-out)
t Entrega al cliente
t Devolución de productos

Fig. 1.2. DY dg_Škla[Y [ggj\afY dYk lj]k ^mf[agf]k Zka[Yk \] dY ]ehj]kY2 YhjgnakagfYea]flg$ hjg\m[[af
qÂ\akljaZm[af&

Actividades 10. Ka dY dg_Škla[Y [ge]j[aYd hm]\] \]^afajk] [geg mfY l†[fa[Y
\] [gfljgd q _]klaf \] dgk egnaea]flgk \] eYl]jaYd]k q
9. =f dg_Škla[Y$ lg\Yk dYk ^Yk]k \]d hjg[]kg ]klf j]dY[agfY\Yk hjg\m[lgk \]k\] kmk ^m]fl]k \] YhjgnakagfYea]flg `YklY
q kgf afl]j\]h]f\a]fl]k& Hgf mf ]b]ehdg ]f ]d im] mfY dgk hmflgk \] [gfkmeg$ k]_”f lm ghafaf$ ¸ima†f \]Z]
eg\a^a[Y[af hj]naklY \] [mYdima]jY \] ]ddYk Y^][l] Yd j]klg kghgjlYj ]d eYqgj h]kg ]f dY j]\ dg_Škla[Y2 ]d hjg\m[lgj g ]d
\] dYk ^Yk]k \]d hjg[]kg& [ge]j[aYfl]7 Bmkla^a[Y dY j]khm]klY&

12

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1La gestión logística

4. Ubicación de la función logística
en el organigrama de la empresa

=f[mY\jYj dY dg_Škla[Y \]fljg \]d gj_Yfa_jYeY _]f]jYd \] dY ]ehj]kY ]k Y n][]k [gehda[Y\g$
hm]k nYjaYj ]f ^mf[af \] \an]jkgk ^Y[lgj]k$ [geg ]d lahg \] ]ehj]kY$ km Y[lana\Y\$ dY aehgj%
lYf[aY im] k] [gf[]\] Y ]kl] \]hYjlYe]flg hgj hYjl] \] dY \aj][[af g ]d eZalg \] gh]jY[ag%
f]k \] dY ^ajeY& LYeZa†f \]h]f\]j \] ka ]d j]Y \] dg_Škla[Y ]kl \]kYjjgddY\Y hgj ]ehd]Y\gk
\] dY ]ehj]kY g hgj mfY ]ehj]kY af\]h]f\a]fl] [gfljYlY\Y hYjY dY hj]klY[af \] ]kl] k]jna[ag&

<] ]kl] eg\g$ ka `Yq mfY ^mf[af im] hm]\Y Y\ghlYj [gf^a_mjY[agf]k \aklaflYk YkŠ [geg hgka%
[agf]k \a^]j]fl]k ]f ]d gj_Yfa_jYeY \] dY ]ehj]kY$ ]kY ]k ]d j]Y dg_Škla[Y& ;mYf\g fgk `YZdYf
\] dYk j]Yk \] j][mjkgk `meYfgk$ Y\eafakljY[af q ^afYfrYk g hjg\m[[af$ hg\]egk aflmaj [gf
ZYklYfl] []jl]rY [md]k kgf dYk [geh]l]f[aYk j]Yd]k \] \a[`Yk j]Yk q mZa[YjdYk kaf l]f]j \m\Yk&
H]jg ]f ]d [Ykg \]d j]Y \] dg_Škla[Y$ kmk ^mf[agf]k nYf Y \]h]f\]j \] dYk nYjaYZd]k Yfl]jagj]k&

DYk lj]k hgka[agf]k ek ^j][m]fl]k kgf dYk ka_ma]fl]k2

 ;geg mf departamento de Dirección Pros:
staff, Yk]kgjYf\g Y dY \aj][[af General  9[l”Y [geg Ym\algjY dg_Škla[Y
\] dY ]ehj]kY kaf Ykmeaj mfY
j]khgfkYZada\Y\ \aj][lY ]f dY dŠf]Y \] Logística ]pl]jfY&
eYf\g&  Dgk [gkl]k km]d]f k]j ek j]\m[a\gk&
Comercial Financiera Fabricación
=klY mZa[Y[af k] km]d] \Yj [mYf\g k] Contras:
[gfljYlY dY dg_Škla[Y Y mfY ]ehj]kY  Fg la]f] mf [gfg[aea]flg
]pl]jfY& =klY ”dlaeY im]\Y [geg
Yk]kgjY ]f dY hdYfa^a[Y[af \] dYk ]p`Ymklang \] dY gj_YfarY[af&
\aklaflYk Y[lana\Y\]k& =k ]d j][mjkg
ek mladarY\g hgj dY h]im]ŽY q Dirección Pros:
e]\aYfY ]ehj]kY$ h]jg ]klg fg General
ima]j] \][aj im] fg k]Y mladarY\g hgj  K] []fljY ]f ]d [gfljgd \] dY
_jYf\]k ]ehj]kYk$ [geg ]k ]d [Ykg \] Comercial Financiera Aprovisionamiento \akljaZm[af ^Ška[Y q dYk j]dY[agf]k
dY YdaYfrY ]flj] =hkgf q Kgfq im] k] [gf dgk [da]fl]k$ `Y[a]f\g `af[Yha†
\]k[jaZ] ]f dY 9[lana\Y\ .& Logística ]f dYk n]flYk k] mladarY kgZj] lg\g
]f †hg[Yk \] [jakak ][gfea[Y!&
 <]h]f\a]f\g \]d departamento
comercial. Contras:

=klY hgka[af dY km]d]f Y\ghlYj  La]f\] Y \]kYl]f\]j gljYk ^mf[agf]k
Yim]ddYk ]ehj]kYk [mqY Y[lana\Y\ ]k Zka[Yk \] dY [Y\]fY dg_Škla[Y$ [geg
]eaf]fl]e]fl] [ge]j[aYd$ q ]d h]kg ]k ]d YhjgnakagfYea]flg&
\] ]kl] \]hYjlYe]flg ]k emq ]d]nY\g
]f j]dY[af Yd j]klg \] dY ]ehj]kY&

Dirección
General

 9kmea]f\g mfY responsabilidad Financiero Logística Fabricación Pros:
definida.
Aprovisionamiento  E]bgjY dgk kakl]eYk dg_Škla[gk ]f
=klY ”dlaeY gh[af ]k dY ek mladarY\Y Almacenaje _]f]jYd$ Yd l]f]j ]f [m]flY lg\Y dY
hgj ]ehj]kYk af\mkljaYd]k [gf mf Distribución gj_YfarY[af&
ngdme]f \] gh]jY[agf]k emq ]d]nY\g&
Contras:
=f ]kl] lahg \] ]ehj]kYk ]k emq
aehgjlYfl] dY [ggj\afY[af [gf ]d  La]f] mf [gkl] ]d]nY\g$ hgj dg im]
\]hYjlYe]flg \] ^YZja[Y[af& kgdg la]f]f Y[[]kg Y ]kl] lahg dYk
_jYf\]k ]ehj]kYk&

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1 La gestión logística

El organigrama de la función logística

9[YZYegk \] n]j [eg dY Y[lana\Y\ ]ehj]kYjaYd \]l]jeafY dY mZa[Y[af \] dY dg_Škla[Y ]f ]d
k]fg \] dY ]ehj]kY& 9`gjY fgk nYegk Y []fljYj ]f ]d \]kYjjgddg \]d hjghag gj_Yfa_jYeY \]d
\]hYjlYe]flg \] dg_Škla[Y$ ]d [mYd nYjaYj lYeZa†f ]f ^mf[af \] \a[`Y Y[lana\Y\ >a_& )&+!2

Industrial Comercial Dirección
General

Aprovisionamiento Aprovisionamiento Financiero Logística Fabricación

Transporte de Transporte Gestión Servicio Planificación
materiales Almacén a clientes
Transporte Almacenaje Previsión de
Almacén Comercialización Gestión ventas
de materiales de stocks
Planificación de
Fabricación Transporte la producción

Almacén Comercialización Red de centros
de productos

Transporte de
productos

Comercialización

Fig. 1.3. =d j]Y \] dg_Škla[Y Ykme] ^mf[agf]k \]l]jeafY\Yk$ qY k]Y mf \]hYjlYe]flg af\]h]f\a]fl] g ]kl† afl]_jY\Y ]f gljgk&

=f ]d gj_Yfa_jYeY hg\]egk gZk]jnYj im] ]d \]hYjlYe]flg \] dg_Škla[Y Ykme] ^mf[agf]k af\]%
h]f\a]fl]k \]d j]klg \] dgk \]hYjlYe]flgk \] dY ]ehj]kY$ h]jg ]klj][`Ye]fl] j]dY[agfY\Y [gf
dgk \]hYjlYe]flgk \] ^YZja[Y[af ]f ]d [Ykg \] ljYlYjk] \] mfY ]ehj]kY af\mkljaYd!&

Fg gZklYfl]$ fg \]Z]egk gdna\Yj im] ]pakl] dY nŠY \] dY ]pl]jfYdarY[af \] dgk k]jna[agk dg_Šk%
la[gk3 ]k \][aj$ im] k]Yf _]klagfY\gk hgj mfY ]ehj]kY im] k] \]\a[Y Y ]kl] lahg \] Y[lana\Y\]k&

Actividades

11. =fljY ]f ]d Zdg_ (http://logisticasinigual.blogspot.com.es/), q Zmk[Y dY ]fljY\Y ¿<]dd2
]kljYl]_aY ]f^g[Y\Y Y dY dg_Škla[YÀ$ hmZda[Y\Y ]f ]kl] Zdg_ ]d *. \] ]f]jg \] *((1&
J]kme] km Y[lana\Y\ dg_Škla[Y j]dY[agff\gdY [gf dgk \]hYjlYe]flgk \] dY ]ehj]kY&

12. 9[[]\] Y dY h_afY o]Z \] dY 9kg[aY[af hYjY ]d <]kYjjgddg \] dY Dg_Škla[Y (www.
adl-logistica.org). =f km ADL Newsletter \]d )- \] ]f]jg \] *()( ]f[gfljYjk mf
YjlŠ[mdg lalmdY\g ¿=d .( hgj [a]flg \] dYk ]ehj]kYk k] ]kl j]hdYfl]Yf\g km [Y\]fY \]
kmeafakljg q km j]dY[af [gf dgk gh]jY\gj]k dg_Škla[gkÀ& D]] Yl]flYe]fl] ]d YjlŠ[mdg q
[ge]flY hgj im† dYk ]ehj]kYk fg ]klf kYlak^][`Yk [gf kmk gh]jY\gj]k dg_Škla[gk&

13. 9[[]\] Y dY h_afY o]Z2 http://www.logtravi.com/logistica.php, q j]kme] dgk k]jna%
[agk dg_Škla[gk im] ]klY ]ehj]kY g^j][] Y kmk [da]fl]k&

14

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1La gestión logística

5. La planificación logística Importante
MfY formulación estratégica hm]%
;geg [mYdima]j gljY Y[lana\Y\ ]ehj]kYjaYd$ dY eakaf \] dY dg_Škla[Y ]k [gfljaZmaj Y dY [gfk][m% \] k]j dY ^YZja[Y[af \] mf fm]ng
[af \] dgk gZb]langk im] k] `Y hjghm]klg dY ]ehj]kY& HYjY [gfk]_majdg \]Z] dd]nYj Y [YZg dgk hjg\m[lg$ ea]fljYk im] mf objetivo
lj]k ]klY\agk \] hdYfa^a[Y[af [dka[gk2 hm]\] k]j [gfk]_maj Z]f]^a[agk ]f
]d hjae]j ]b]j[a[ag&
 HdYfa^a[Y[af ]kljYl†_a[Y&
 HdYfa^a[Y[af gh]jYlanY& Vocabulario
 HdYfa^a[Y[af l[la[Y& Estrategia. =k ]d hdYf im] afl]_jY
dYk hjaf[ahYd]k e]lYk q hgdŠla[Yk \]
DY planificación estratégica ]k ]d hjg[]kg \] \][a\aj kgZj] dgk hjg_jYeYk im] dY gj_YfarY[af mfY gj_YfarY[af q$ Y dY n]r$ ]klY%
nY Y ]ehj]f\]j q kgZj] dY [Yfla\Y\ \] j][mjkgk im] k] nYf Y Yka_fYj Y [Y\Y mfg \] ]ddgk& =f ]ddY Zd][] dY k][m]f[aY [g`]j]fl] \] dYk
k] \][a\] kgZj] dgk gZb]langk \] dY gj_YfarY[af q dYk ]kljYl]_aYk hYjY Yd[YfrYjdgk& Dgk objetivos Y[[agf]k Y j]YdarYj hYjY Yd[YfrYj dgk
na]f]f \]l]jeafY\gk ]f dYk \]fgeafY\Yk formulaciones estratégicas. =klYk ”dlaeYk kmj_]f gZb]langk eYj[Y\gk&
[geg j]khm]klY Y mf [YeZag h]j[aZa\g g Y mfY ghgjlmfa\Y\ \] \]kYjjgddg ]ehj]kYjaYd&

=f dY hdYfa^a[Y[af ]kljYl†_a[Y \] dY dg_Škla[Y `YZj im] lgeYj \][akagf]k kgZj]2

 =d f”e]jg \] ^Zja[Yk q YdeY[]f]k&
 DY dg[YdarY[af \] dY hdYflY&
 =d fan]d q dY \ae]fkaf l][fgd_a[Y \] dYk ^Zja[Yk&
 =d kakl]eY \] ljYfkhgjl]&

=f dY planificación táctica k] \]kYjjgddYf dYk ^mf[agf]k j]dY[agfY\Yk [gf ]d ¿im† k] \]Z] `Y%
[]jÀ gj_Yfa_jYeY \] dY ]ehj]kY!$ hYjY dd]nYj Y [YZg dgk gZb]langk ^gjemdY\gk ]f dY hdYfa^a[Y%
[af ]kljYl†_a[Y$ q k] \ak]ŽY ]d [gfljgd \] _]klaf \]d kakl]eY$ \] ^gjeY im] dgk \aj][langk k]
Ydaf]]f ] af^dmqYf Y gljgk ea]eZjgk \] dY gj_YfarY[af hYjY im] aehdYfl]f dYk ]kljYl]_aYk \a%
k]ŽY\Yk Yfl]jagje]fl]2

 HdYfa^a[Y[af \] afn]flYjagk&
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 <ak]Žg \] dYk jmlYk \] dgk eYl]jaYd]k ]f ]d hjg[]kg dg_Škla[g&
 MZa[Y[af \] dY dg_Škla[Y ]f ]d k]fg \] dY ]ehj]kY&
 <ak]Žg \] YdeY[]f]k&
 <ae]fkaf \] dY ^dglY \] ljYfkhgjl]&
 J][mjkgk `meYfgk j]im]ja\gk&

=f dY planificación operativa ]k f][]kYjag \]k[]f\]j Y dYk ^mf[agf]k Zka[Yk im] [gf^gjeYf dY
]ehj]kY$ Yk]_mjYf\g im] lg\Yk dYk lYj]Yk k] \]kYjjgddYf [gf ]^a[Y[aY gZl]f]j dgk gZb]langk! q
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hj]klYj Yl]f[af Y2

 DY hj]nakaf \] [gehjYk&
 DY hj]nakaf \] n]flYk&
 Dgk hjg_jYeYk \] YdeY[†f&
 Dgk hjg_jYeYk \] ljYfkhgjl]&

Fig. 1.4. DY mZa[Y[af 15
q ]d lYeYŽg \]
dgk YdeY[]f]k kgf
\][akagf]k im]
[gjj]khgf\]f Yd eZalg
\] dY hdYfa^a[Y[af
]kljYl†_a[Y&

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1 La gestión logística

Importante ¿Cómo llevar a cabo un plan logístico?

Mf plan logístico [gfkakl] ]f gj_Y% =f dY ^Yk] \] hdYfa^a[Y[af l[la[Y k] \]Z] dd]nYj Y [YZg dY [gf^][[af \] mf hdYf dg_Škla[g$ \]%
farYj dYk Y[lana\Y\]k dg_Škla[Yk \] h]f\a]f\g \] dY hgdŠla[Y \] YhjgnakagfYea]flg$ ngdme]f$ kakl]eYk \] ljYfkhgjl]$ YdeY[]f]k
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`meYfgk q eYl]jaYd]k hYjY _YjYf%
larYj ]d e]bgj k]jna[ag Yd [da]fl]& Hgj ]ddg$ ]f ]d \]kYjjgddg \]d hdYf dg_Škla[g \]Z]f l]f]jk] ]f [m]flY [mYljg Ykh][lgk ]k]f%
[aYd]k2

 =kh][a^a[Yj [dYjYe]fl]$ Y ljYn†k \] mfY k]d][[af$ [dYka^a[Y[af q \]^afa[af$ [md]k kgf dgk
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fan]d]k \] \]kYjjgddg l†[fa[gk$ ]l[&

 <]lYddYj ]d fan]d \] actividad dg_Škla[Y Y \]kYjjgddYj ]f _]f]jYd q hYjY [Y\Y YjlŠ[mdg&

 =fme]jYj dgk ]k[Ydgf]k g etapas \] ljYfkhgjl] q YdeY[]fYea]flg im] \]Z]f j][gjj]j dgk
YjlŠ[mdgk&

 Af\a[Yj dY disposición \] dgk []fljgk dg_Škla[gk&

Hgj gljg dY\g$ ]d hdYf \]Z] ^abYj dYk e]lYk Y Yd[YfrYj2

 Reducción de los transportes ]ehd]Y\gk$ lYflg ]f \aklYf[aYk j][gjja\Yk [geg ]f ]lYhYk&
9\]ek$ k] hjg[mjYj dY Y_jmhY[af \] ]ddgk hYjY dg_jYj \ae]fkagf]k [jŠla[Yk&

 Reducción de manipulaciones j]im]ja\Yk&

 Reducción de stocks, lYflg ]f ngdme]f [geg ]f ]khY[ag g[mhY\g&

 Reducción de las clasificaciones ]f \aklaflgk _jmhgk$ q j]\m[[af \] dY [Yfla\Y\ \] j][aflgk
]f dgk [mYd]k \]Z]f YdeY[]fYjk]&

 Adquisición de materiales ]f dY ^gjeY ek Y\][mY\Y hYjY km [gfkmeg$ ]nalYf\g ]f dg hg%
kaZd] \]k]eZYdYb]k$ Y\YhlY[agf]k q hj]hYjY[agf]k hgkl]jagj]k&

 Reducción del número de controles, [gflYZadarY[agf]k q j]nakagf]k f][]kYjagk&

Hgj dg lYflg$ ]d hjaf[ahag Zka[g \]d hdYf ]k j]\m[aj Yd epaeg ]d hjg[]kg dg_Škla[g j]im]ja\g$
`Y[a†f\gdg ek jha\g$ kaehd]$ [eg\g q ][gfea[g$ q eafaearYf\g dgk e]\agk `meYfgk q
eYl]jaYd]k im] kgf f][]kYjagk hYjY dd]nYjdg Y [YZg&

Actividades

14. D]] Yl]flYe]fl] dY Y^ajeY[af ka_ma]fl]2 ¿DY gh]jY[af \] [dYka^a[Y[af \] dgk e]dg%
[glgf]k ]f [Yda\Y\]k q lYeYŽgk ]f mfY []fljYd ^jmlŠ[gdY fg YŽY\] mlada\Y\ Yd_mfY Yd
hjg\m[lg$ hm]k ]kl] fg n] eg\a^a[Y\Y km ^gjeYÀ& ¸=k [a]jlY ]klY hjghgka[af7 JYrgfY
dY j]khm]klY&

15. DYk Y^ajeY[agf]k ka_ma]fl]k k] j]^a]j]f Y dYk af^gjeY[agf]k ^mf\Ye]flYd]k im] k]
j]ima]j]f hYjY ]d \ak]Žg \] mf hdYf dg_Škla[g& Kgdg mfY \] ]ddYk ]k [a]jlY& <a [md ]k q
jYrgfY lm j]khm]klY2

a) DYk hj]nakagf]k \] \]eYf\Y$ ]d ]klm\ag \] dgk YjlŠ[mdgk [YjY[l]jŠkla[Yk [ge]j[aY%
d]k! q \] kmk f][]ka\Y\]k \] ljYfkhgjl] q YdeY[]fYb]&

b) DYk hj]nakagf]k \] \]eYf\Y$ ]d ]klm\ag \] dgk YjlŠ[mdgk [YjY[l]jŠkla[Yk [gf k]fla\g
[ge]j[aYd [geg h]j[]h[af hgj ]d [da]fl]$ hgka[agfYea]flg$ ]l[&! q \] kmk f][]ka%
\Y\]k \] ljYfkhgjl] q YdeY[]fYb]&

c) DYk hj]nakagf]k \] \]eYf\Y$ ]d ]klm\ag \] dgk YjlŠ[mdgk [YjY[l]jŠkla[Yk [gf k]f%
la\g dg_Škla[g [geg ngdme]f$ h]kg$ ]l[&! q \] kmk f][]ka\Y\]k \] ljYfkhgjl] q
YdeY[]fYb]&

d) DYk hj]nakagf]k \] g^]jlY$ ]d ]klm\ag \] dgk YjlŠ[mdgk [YjY[l]jŠkla[Yk [gf k]fla\g
dg_Škla[g [geg ngdme]f$ h]kg$ ]l[&! q \] kmk f][]ka\Y\]k \] ljYfkhgjl] q YdeY%
[]fYb]&

16

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1La gestión logística

6. La red logística

9mfim] dY dg_Škla[Y ]k em[`g ek YehdaY im] dYk ^mf[agf]k \] ljYfkhgjl] q YdeY[†f$ [mYf\g
`YZdYegk \] j]\ dg_Škla[Y fgk j]^]jaegk Y mf kakl]eY \ak]ŽY\g hYjY ]klYk \gk ^mf[agf]k$ q im]
la]f] dY ^afYda\Y\ \] hgf]j dgk hjg\m[lgk Y \akhgka[af \]d [da]fl]&

Consumo

Producción

Distribución
Lugar
Tiempo
Forma

Posesión
Información

Fig. 1.5. DY j]\ dg_Škla[Y h]jeal] [gf][lYj ]^a[a]fl]e]fl] dYk Y[lana\Y\]k \] hjg\m[[af q [gfkmeg&

A. Diseño de una red logística Vocabulario

=d \ak]Žg \] dY j]\ dg_Škla[Y la]f] [geg gZb]lang [gfkljmaj mfY [gf^a_mjY[af \] ^Zja[Yk$ hmflgk Economías de escala: kalmY[af ]f
\] n]flY q YdeY[]f]k im] h]jealY gZl]f]j mf ]imadaZjag hlaeg ]flj] dYk n]flYk hjg\m[lg \]d dY im] mf Yme]flg \] dY [Yfla\Y\
fan]d \] k]jna[ag Yd [da]fl] hjghgj[agfY\g ]f dY j]\ dg_Škla[Y! q dgk [gkl]k Ykg[aY\gk [gf dY hjg\m[a\Y ]k[YdY \] hjg\m[[af!
[j]Y[af q gh]jY[af \] dY j]\ dg_Škla[Y!& =kl] gZb]lang \]Z]j dg_jYjk] bmflg [gf ]d ]klYZd][a% h]jeal] j]\m[aj dgk [gkl]k hgj mfa%
ea]flg \] dgk fan]d]k \] afn]flYjagk$ \] dgk k]jna[agk \] ljYfkhgjl] q \] mf kakl]eY \] hjg[]% \Y\ \] hjg\m[lg&
kYea]flg \] af^gjeY[af Y\][mY\gk&

Proveedor Subcontratista Transporte Almacenaje Transporte
de materia prima

Venta Cliente

Fabricante Producción Almacén t .JOJNJ[BS FM t " QMJDBS
de componentes Logística tiempo de economías
permanencia de escala
de la mercancía
en los mismos

Ventas t % JTNJOVJS FM t $ PNCJOBS
.BSLFUJOH número de diferentes
almacenes tipos de
por los que transporte
debe pasar la
mercancía

Fig. 1.6. DY j]\ dg_Škla[Y& Fig. 1.7. GZb]langk ]kh][Š^a[gk \]d
YdeY[]fYb] q \]d ljYfkhgjl]&

www.FreeLibros.me 17

1 La gestión logística

=d \ak]Žg \] mfY j]\ dg_Škla[Y [gehjge]l] Y dY ]ehj]kY ]f ]d largo plazo. =f \a[`g ]khY[ag
l]ehgjYd fg `Yq fY\Y k]_mjg$ q \]Z]f lgeYjk] \][akagf]k im] aehda[Yf ]d kY[ja^a[ag \] ]d]nY%
\gk j][mjkgk$ kgZj] lg\g ]f dg j]^]j]fl] Yd [gkl] \] dY [gfkljm[[af \] YdeY[]f]k q Y dY Y\ima%
ka[af \] ]d]e]flgk \] ljYfkhgjl]& Hgj ]ddg$ ]pakl]f \][akagf]k \] \gk lahgk2

a) <][akagf]k Y largo plazo:

– La maquinaria: ]f ]d [Ykg \] Za]f]k \] [gfkmeg ] af\mkljaYd]k hm]\]f k]j ^mf\Ye]flYd]k
dYk ^mf[agf]k im] Yla]f\]f Yd eYf]bg ^Ška[g$ [gfk]jnY[af$ ]fnYkY\g q ]eZYdYb] \] dgk
hjg\m[lgk&

È L os medios de transporte a emplear: dY \]l]jeafY[af \] dgk e]\agk eYl]jaYd]k Y mladarYj
q dYk jmlYk Y k]_maj$ YkŠ [geg dYk [Yfla\Y\]k Y egn]j ]flj] hmflgk \] gja_]f q \] \]klafg
hjgZd]ela[Y \]d ljYfkhgjl]!$ kgf mfY \][akaf im] hj]l]f\] ghlaearYj ]klY _]klaf ]f
l†jeafgk \] [gkl]$ jYha\]r$ ^aYZada\Y\$ \akhgfaZada\Y\ q [YhY[a\Y\ \] k]jna[ag&

– La localización de los almacenes y los puntos de venta: aehda[Y \][a\aj \f\] kalmYj dgk
[]fljgk \] \akljaZm[af g YdeY[]f]k [geg hmflgk \] afl]je]\aY[af ]f ]d kakl]eY& =pakl]f
\an]jkgk eg\]dgk hYjY j]kgdn]j ]f l†jeafgk \] ghlaearY[af \] [gkl]k q la]ehg&

– Selección de los canales de distribución: [gfkakl] ]f YfYdarYj ]d [YfYd ek [gfn]fa]fl]
k]_”f dYk [YjY[l]jŠkla[Yk \]d hjg\m[lg q \]d e]j[Y\g$ ]d im] mladarY dY [geh]l]f[aY$ dY ]k%
ljYl]_aY ^gjemdY\Y$ dYk daealY[agf]k d]_Yd]k$ dgk j][mjkgk \akhgfaZd]k q ]d [gkl] \] [Y\Y
Ydl]jfYlanY&

– Localización y tamaño de los puntos de venta: aehda[Y \][a\aj kgZj] dY j]\ \] n]flYk ]f
k]fla\g _]g_j^a[g q ^Ška[g$ ]k \][aj$ af\a[Yf\g dYk j]Yk \] e]j[Y\g ek afl]j]kYfl]k$ YkŠ
[geg \f\]$ ]f im† f”e]jg q [gf im† [YhY[a\Y\ \]Z]jf ]klYZd][]jk] dgk hmflgk \]
n]flY&

b) <][akagf]k Y corto plazo:

– Análisis de los flujos de trabajo y de materiales: kmhgf] j]hj]k]flYj ]kim]ela[Ye]fl]
Y ljYn†k \] mf _jY^g dYk j]dY[agf]k im] k] \Yf ]f lg\g ]d hjg[]kg&

– Control de inventarios de productos terminados: km hjaf[ahYd gZb]lang ]k Yfla[ahYj dYk
nYjaY[agf]k hj]naklYk \] dY \]eYf\Y \] dgk [da]fl]k&

Sin intermediario Con intermediario

Vocabulario F1 F2 F3 N F1 F2 F3
N ˜ . I N .
Grafo: j]hj]k]flY mfY kaehda^a[Y[af
\] dY j]Yda\Y\ Y ljYn†k \] mf ]kim]% C1 C2 C3 C4 C5
eY _j^a[g [gehm]klg hgj fm\gk q
^d][`Yk&

Nudo: kalmY[af g hgka[af Y dY im]
k] dd]_Y ]f mf ege]flg \]l]jea%
fY\g \]d la]ehg&

Flecha: Y[lana\Y\ j]kmdlYfl] ]flj]
\gk fm\gk&

C1 C2 C3 C4 C5 .

Fig. 1.8. MfY j]\ dg_Škla[Y hm]\] n]jk] [geg mf _jY^g [gehm]klg hgj fm\gk g fg\gk! q Yj[gk g ^d][`Yk& Dgk
fm\gk j]hj]k]flYf dgk Y_]fl]k \] mfY gj_YfarY[af ^Y[lgjŠYk$ YdeY[]f]k$ []fljgk \] \akljaZm[af$ [da]fl]k$
]l[&!$ q dgk Yj[gk g ^d][`Yk kgf dgk \a^]j]fl]k e]\agk \] ljYfkhgjl] ]flj] fm\gk hgj ]b]ehdg$ lj]f]k$ ZYj[gk$
[Yeagf]k g _Yk]g\m[lgk!&

=flj] ]klgk \gk [YfYd]k ]pakl]f e”dlahd]k nYjaYfl]k$ q fg k] hm]\] \][aj im] mfgk k]Yf e]bgj]k
im] gljgk2 lg\g \]h]f\] \]d hjg\m[lg& 9\]ek$ fg hg\]egk gdna\Yjfgk \] dY n]flY \aj][lY Y
ljYn†k \] Afl]jf]l g \] eimafYk ]ph]f\]\gjYk&

18

www.FreeLibros.me

1La gestión logística

B. Ventajas e inconvenientes de la externalización Vocabulario
de la red logística (3PL)
3PL: YZj]naYlmjY \] Third Party Lo-
=f ]kl] [Ykg$ dY nYjaYZd] [dYn] ]k ]d lYeYŽg& DY eYqgjŠY \] dYk ]ehj]kYk _jYf\]k ghlYjf hgj gistics dg_Škla[Y l]j[aYjarY\Y!& =k mfY
mfY j]\ dg_Škla[Y hjghaY$ hYjY ]nalYj \]h]f\]f[aYk$ ea]fljYk im] dYk h]im]ŽYk$ \Y\g ]d [gkl] ^gjeY \] k]jna[ag afl]je]\aYjag im]
im] kmhgf]$ \][a\ajf hgj ]pl]jfYdarYj ]d k]jna[ag$ ]k \][aj$ [gfljYlYjdg Y mfY ]ehj]kY ]kh][aY% ^Y[adalY lg\Yk g hYjl] \] dYk ^mf[ag%
darY\Y ]f k]jna[agk dg_Škla[gk& f]k \] dY [Y\]fY \] YZYkl][aea]flg
\] mf af\ana\mg g _jmhg&
DYk n]flYbYk ] af[gfn]fa]fl]k \] dY ]pl]jfYdarY[af \] dY j]\ dg_Škla[Y kgf dYk ka_ma]fl]k2

Ventajas Inconvenientes

 9 me]flg \] dY j]flYZada\Y\2 ]nalY ^m]jl]k  =f Yd_mfgk [Ykgk$ dgk [gkl]k hm]\]f fg k]j
afn]jkagf]k ]f [YhalYd& e]fgj]k&

 <akeafm[af \]d ja]k_g&  < ]h]f\]f[aY \]d gh]jY\gj dg_Škla[g
dgk [YeZagk fg kgf ^[ad]k!&
 J ]\m[[af \] [gkl] q Yme]flg \]d Z]f]^a[ag2 k]
hjg\m[] Yd \]d]_Yj kgZj] ]ph]jlgk im]$ Y\]ek  Ka k] `Y[]f [gfljYlgk hgj ngdme]f \]eYkaY\g
\] ]klYj ^g[YdarY\gk ]f dY dg_Škla[Y$ la]f]f mfY ]k[Ykg$ dgk kakl]eYk ]ehd]Y\gk fg k]jf dgk
eYkY [jŠla[Y im] h]jeal] ][gfgeŠYk \] ]k[YdY& Y\][mY\gk&

 J ]\m[[af \]d h]kg \] dgk [gkl]k ^abgk ]f ]d  J a]k_g \] h]j\]j [gfljgd kgZj] dY gh]jYlanY&
[gkl] lglYd& =klg h]jeal] hY_Yj ]f ^mf[af
\]d ngdme]f$ \] eg\g im] ka k] em]n] hg[Y
e]j[Yf[ŠY k] hY_Y hg[g&

 E ]bgjY \] dY [Yda\Y\ q ]d fan]d \] k]jna[ag&

 9da_]jYea]flg \] dY ]kljm[lmjY \] dY ]ehj]kY2
h]jeal] ^g[YdarYjk] ]f dY ]kljYl]_aY dg_Škla[Y$ q
fg ]f dY ]b][m[af& K] ]pl]jfYdarY dY ]b][m[af
h]jg fg ]d [gfljgd&

 G ljgk2 Yhjgn][`Yea]flg \] dY j]\ \] \akljaZm[af
\] dgk gh]jY\gj]k q Yh]jlmjY Y fm]ngk e]j[Y\gk&

Fig. 1.9. DYk n]flYbYk \] dY
]pl]jfYdarY[af \] dY j]\ dg_Škla[Y
km]d]f k]j eYqgj]k ]f dYk
\aklYf[aYk dYj_Yk& FgjeYde]fl]$
dgk ljYfkhgjl]k afl]jfY[agfYd]k dgk
j]YdarYf ]ehj]kYk ]kh][aYdarY\Yk&

Actividades

16. 9 dY naklY \] dgk hjaf[ahYd]k [YfYd]k \] \akljaZm[af ]pakl]f% 17. MladarY mf Zmk[Y\gj \] Afl]jf]l hYjY Y[[]\]j Y dY hj]k]flY%
l]k$ af\a[Y [md]k k]jŠYf dgk [YfYd]k ek [gfn]fa]fl]k ]f dgk [af hmZda[Y\Y ]f dY h_afY \]d ;]fljg \] AffgnY[af hYjY dY
ka_ma]fl]k hjg\m[lgk2 Dg_Škla[Y q ]d LjYfkhgjl] hgj ;Yjj]l]jY ;AL=L!& =phda[Y
[eg j]YdarY dY hdYfa^a[Y[af dg_Škla[Y ]d _jmhg =jgkca&
a) GZjYk \] Yjl]& d) ;YjYe]dgk&
b) ;g[`]k& e) ;jm[]jgk \] j][j]g&
c) Gj\]fY\gj]k& f) ;Yjf]&

www.FreeLibros.me 19

1 La gestión logística

Recuerda 7. La logística inversa

=f =khYŽY k] ]dYZgjY h]ja\a[Ye]f% @gq ]f \ŠY$ hgj [m]klagf]k e]\agYeZa]flYd]k$ k] ]kl af[j]e]flYf\g dY [gf[a]f[aY kg[aYd kgZj]
l] mf HdYf FY[agfYd Afl]_jYd \] J]% dY f][]ka\Y\ \] dY j]\m[[af \] dgk j]ka\mgk im] _]f]jYegk& DYk ]ehj]kYk la]f]f mf hYh]d
ka\mgk HFJA!& =kl] hdYf k] hmZda[Y [YhalYd ]f ]klY j]\m[[af$ \Y\g im] ]d +/ \] dgk j]ka\mgk kda\gk mjZYfgk kgf ]fnYk]k q ]e%
] f ] d : g d ] l Š f G ^ a [ a Y d \ ] d = k l Y \ g ZYdYb]k& =kl] fm]ng h]fkYea]flg kg[aYd \] YhgklYj hgj ]d j][a[dYb] gZda_Y Y dYk ]ehj]kYk Y \]%
:G=!& kYjjgddYj hjg\m[lgk q hjg[]kgk im] [gfka\]j]f \]k\] ]d hjaf[ahag \] dY [Y\]fY dY j]h]j[mkaf
im] l]f\jf ]f ]d e]\ag YeZa]fl] Yd ^afYdarYj km [a[dg \] na\Y&
9 k Š $ h Y jY g Z l ] f ] j ] d H F J A * ( ( 0 %
*()- hm]\]k [gfkmdlYj ]f dY h_afY Kmj_] \] ]klY ^gjeY ]d [gf[]hlg \] logística inversa, im] ]k ]d hjg[]kg im] k] ]f[Yj_Y
\]d :G= (www.boe.es) dY J]kgdm% \] dY j][mh]jY[af q j][a[dYb] \] ]fnYk]k$ ]eZYdYb]k q j]ka\mgk h]da_jgkgk$ YkŠ [geg \] dgk
[af \] *( \] ]f]jg \] *((1$ hmZda% hjg[]kgk \] j]lgjfg \] ]p[]kgk \] afn]flYjag$ \]ngdm[agf]k \] [da]fl]k$ hjg\m[lgk gZkg%
[Y\Y ]f ]d :G= \]d *. \] ^]Zj]jg& d]lgk ] afn]flYjagk ]klY[agfYd]k&

@YklY Y`gjY fgk `]egk g[mhY\g \]d ¿[Yeafg `Y[aY \]dYfl]À$ ]k \][aj$ \] Y[]j[Yj fm]kljgk
hjg\m[lgk Yd [da]fl]3 [gf dY dg_Škla[Y afn]jkY fgk hj]g[mhYegk \]d ¿[Yeafg \] nm]dlYÀ$ ]k \][aj$
\]d j]lgjfg$ hgj dYk [aj[mfklYf[aYk im] k]Yf$ \] fm]kljgk hjg\m[lgk \]k\] km dm_Yj \] [gfkmeg
Y km dm_Yj \] gja_]f& =d gZb]lang k]j j][mh]jYj hYjl] \] km nYdgj afa[aYd g \Yjd]k ]d mkg ek
Y\][mY\g hgkaZd]& DYk lYj]Yk \] dY dg_Škla[Y afn]jkY YZYj[Yf \]k\] dY j][g_a\Y \]d hjg\m[lg
\]^][lmgkg g im] `Y [mehda\g km na\Y ”lad `YklY dY j]lajY\Y \]d ]fnYk] q ]d ]eZYdYb]&

H]jg ]kl] hjg[]kg fg k] j]YdarY kgdg hgj [m]klagf]k \] [gf[a]f[aY kg[aYd$ kafg lYeZa†f hgj
[m]klagf]k ][gfea[Yk2

 H]jeal] campañas de sustitución \] hjg\m[lgk$ dYk [mYd]k kgf mfY ^m]fl] \] ^a\]darY[af \]
[da]fl]k&

 >Yngj][] dY sustitución de materias primas nŠj_]f]k hgj eYl]jaYd j][a[dY\g$ h]jeala]f\g
Y`gjjgk \] [gkl]k&

 Hjghgj[agfY dY hgkaZada\Y\ \] cambiar el envase \] dgk hjg\m[lgk$ j]\m[a]f\g dY [Yfla\Y\ \]
hjg\m[lgk ]f dgk afn]flYjagk&

 DY ]ehj]kY _YfY mfY reputación de compromiso [gf ]d eYfl]faea]flg q kgkl]faZada\Y\ \]d
hdYf]lY&

=f [gfk][m]f[aY$ [gfna]f] [gf[]Zaj dY dg_Škla[Y afn]jkY$ fg [geg mf hjg[]kg im] `Yq im] dd]nYj
Y [YZg hgjim] dY d]_akdY[af na_]fl] dg aehgf_Y$ kafg [geg mfY ghgjlmfa\Y\ hYjY Yhjgn][`Yj
dYk n]flYbYk im] _]f]jY dY j][mh]jY[af \] dgk eYl]jaYd]k im] j]_j]kYf Y dY gj_YfarY[af eY%
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kYlak^Y[[af \]d [da]fl]& =kl]$ Y\]ek \] a\]fla^a[Yjk] ek ^[ade]fl] [gf ]ehj]kYk im] [ge]j%
[aYdarYf hjg\m[lgk \] mfY ^gjeY j]kh]lmgkY [gf ]d e]\ag YeZa]fl]$ k] ka]fl] ek hjgl]_a\g ka
hm]\] j]YdarYj dY \]ngdm[af \] dgk hjg\m[lgk kaf im] k] d] hgf_Y faf_”f aeh]\ae]flg&

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la[Y& =f ]d YhYjlY\g ) afljg\mbaegk mfY hjae]jY YhjgpaeY[af Yd [gf[]hlg im] Y`gjY$ \]khm†k
\] dg Yhj]f\a\g$ ]k f][]kYjag [gehd]e]flYj& 9kŠ$ ]fl]f\]j]egk dY logística como proceso \]
hdYfa^a[Y[af$ \]kYjjgddg q [gfljgd ]^a[a]fl] \]d ^dmbg \] eYl]jaYd]k$ hjg\m[lgk ] af^gjeY[af
\]k\] ]d dm_Yj \] gja_]f `YklY ]d \] [gfkmeg$ \] eYf]jY im] k] kYlak^Y_Yf dYk f][]ka\Y\]k \]d
[gfkmea\gj& Aehda[Y$ Y\]ek$ j][mh]jYj ]d j]ka\mg gZl]fa\g q _]klagfYjdg hYjY km j]afljg\m[%
[af ]f dY [Y\]fY \] kmeafakljg$ gZl]fa]f\g mf nYdgj YŽY\a\g g [gfka_ma]f\g mfY Y\][mY\Y
]daeafY[af \]d eakeg&

Actividades

18. A\]fla^a[Y []fljgk [ge]j[aYd]k im] h]jealYf dY \]ngdm[af a) ¸;eg k] bmkla^a[Y ]f ]d nŠ\]g ]d hgjim† \] dY dg_Škla[Y
\] hjg\m[lgk$ kaf hgf]j j]hYjgk Yd [gfkmea\gj& afn]jkY7

19. 9[[]\] Y dY h_afY o]Z \] QgmlmZ] (www.youtube.com) q b) ¸;md]k kgf dYk ]lYhYk hYjY hgf]j ]f ^mf[agfYea]flg mf
dg[YdarY ]d \g[me]flYd Logística inversa, \] NŠ[lgj @m_g kakl]eY \] dg_Škla[Y afn]jkY7
NaddYead q Na[lgjaY ;Ya[]\g& 9 [gflafmY[af$ j]khgf\] Y dYk
ka_ma]fl]k hj]_mflYk2 c) ¸=f im† YŽg ]flj ]f na_gj dY D]q \] =fnYk]k7

d) ¸;md ]k ]d ]kdg_Yf \] =[g]eZ]k7

20

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1La gestión logística

8. La Responsabilidad Social Corporativa Vocabulario
y la logística
Responsabilidad moral: ]klYZd][]
@Y[] Yd_mfYk \†[Y\Yk$ dY j]khgfkYZada\Y\ Y dY `gjY \] ]pa_aj hjg\m[lgk bmklgk q e]\agYeZa]f% dYk [gf\a[agf]k \]k\] dYk im] ]k
lYde]fl] kgkl]faZd]k j][YŠY ]p[dmkanYe]fl] kgZj] dYk \][akagf]k \] [gehjY \]d [gfkmea\gj& hgkaZd] ]klYZd][]j mf \adg_g bmklg
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]flj] ]d eg\]dg \] \]kYjjgddg ]^a[Yr im] [mehdY kmk gZb]langk! q ]^a[a]fl] Yd e]fgj [gkl] hda[Y\Yk&
hgkaZd]!$ q mf eg\]dg \] kgkl]faZada\Y\ \]k\] ]d hmflg \] naklY e]\agYeZa]flYd q kg[aYd& =d
[mehdaea]flg \] ]kl] ”dlaeg eg\]dg ]k dg im] k] \]fgeafY Responsabilidad Social Corpora- Responsabilidad social: [gfbmflg
tiva (RSC). \] Y[[agf]k q \][akagf]k im] [gf%
^gjeYf dY j]khm]klY im] g^j][] [Y\Y
Dgk hjg_jYeYk \] Responsabilidad Social Corporativa ]f dYk ]ehj]kYk Zmk[Yf mf ]ima% gj_YfarY[af [gf[j]lY Yfl] dYk \]%
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e]\agYeZa]flYd$ ]f j]dY[af Y dgk _jmhgk \] afl]j†k afl]jfgk q ]pl]jfgk \] dY ]ehj]kY& hgf\a]fl]k _jmhgk \] afl]j†k hjg%
n]]\gj]k$ [da]fl]k$ ]ehd]Y\gk$
DY JK; j]khgf\] Y dY Y[lalm\ im] eYfla]f] dY ]ehj]kY Yfl] dYk \]eYf\Yk hdYfl]Y\Yk hgj dgk h”Zda[g ]f _]f]jYd$ ]l[&!&
_jmhgk \] afl]j†k q dY kg[a]\Y\$ j]dY[agfY\Yk [gf2

 DY Y[lana\Y\ \] dY ]ehj]kY&

 Kmk [gkl]k kg[aYd]k&

 DY YehdaY[af \] kmk gZb]langk ]f j]dY[af [gf km ^mf[af kg[aYd&

Lg\g ]ddg la]f] mfY k]ja] \] aehda[Y[agf]k aehgjlYfl]k2

 Kmhgf] mfY ljYfk^gjeY[af \] dY ^gjeY \] _gZa]jfg \] dY ]ehj]kY$ qY im] k] hYkY \] mfY
j]dY[af ZadYl]jYd Y[[agfaklY%\aj][lang! Y gljY emdladYl]jYd lg\gk dgk _jmhgk \] afl]j†k!&

 Eg\a^a[Y ]d hjg[]kg \] \][akagf]k YŽY\a]f\g [jal]jagk kg[aYd]k fg kgdg k] Zmk[Y [j]Yj nYdgj
hYjY dgk Y[[agfaklYk kafg lYeZa†f hYjY dgk _jmhgk \] afl]j†k q dY kg[a]\Y\ ]f _]f]jYd!&

 <]Z] Yhda[Yjk] ngdmflYjaYe]fl] ]f dY ]ehj]kY&

=f kmk gjŠ_]f]k dY JK; fg ]jY naklY [gf Zm]fgk gbgk hgj dYk ]ehj]kYk$ im] ]fl]f\ŠYf im] kgdg
aehda[YZY af[j]e]flgk \] [gkl] \]d hjg\m[lg g k]jna[ag$ kaf [gfljYhj]klY[af Yd_mfY hYjY dY
]ehj]kY& H]jg dY ]ngdm[af \] dY hjghaY kg[a]\Y\ `Y aehda[Y\g mf [YeZag \] h]jkh][lanY kgZj]
]kl] l]eY& =d d]eY Yf_dgkYbf ¿Ethics paysÀ ¿dY †la[Y \Y \af]jgÀ! fgk j]kme] emq Za]f ]kl]
[YeZag \] ghafaf$ qY im] dY JK; k] ]fla]f\] `gq [geg mf ^Y[lgj [dYn] \] [geh]lalana\Y\$ ]
af[dmkg k] [gf[aZ] \]k\] mf ]f^gim] [ge]j[aYd& DY J]khgfkYZada\Y\ Kg[aYd ;gjhgjYlanY `Y hY%
kY\g \] k]j mf ^af a\]Yd Y k]j mf e]\ag hYjY dY gZl]f[af \] Z]f]^a[agk ][gfea[gk&

Fig. 1.10. =d hmflg \] hYjla\Y \] dY J]khgfkYZada\Y\ Kg[aYd ;gjhgjYlanY ]k j][gfg[]j im]$ ]f km Y[lana\Y\ 21
[gjja]fl]$ dY ]ehj]kY fg kgdg af[mjj] ]f [gkl]k ][gfea[gk$ kafg lYeZa†f ]f [gkl]k kg[aYd]k& =klgk
kgf Ykmea\gk kaf [geh]fkY[af hgj h]jkgfYk ]pl]jfYk Y dY ]ehj]kY$ q ]klY \]Z] [gjj]_aj dY kalmY[af
Ykmea]f\g q j]\m[a]f\g \a[`gk [gkl]k kg[aYd]k& Mfg \] dgk eYqgj]k [gkl]k kg[aYd]k im] k] \Yf ]f dY
dg_Škla[Y ]k dY [gflYeafY[af hjg\m[a\Y hgj dgk e]\agk \] ljYfkhgjl]&

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1 La gestión logística

9kŠ$ dY ]ehj]kY hm]\] Y\ghlYj hjg_jYeYk \] JK; hgj \an]jkYk jYrgf]k2

Factores políticos
(grupos de interés:

evitar conflictos)

Web Factores legales Nivel asumido Factores corporativos
(normas y leyes, de RSC (legitimidad
=d GZk]jnYlgjag \] J]khgfkYZada\Y\ niveles mínimos) y reputación)
Kg[aYd ;gjhgjYlanY (http://observa
toriorsc.org) \akhgf] ]f km h_afY
o]Z \] _jYf [Yfla\Y\ \] af^gjeY%
[af Zka[Y$ ]kh][aYdarY\Y q \] Y[%
lmYda\Y\ kgZj] ]klY eYl]jaY&

Factores ético-morales
(responsabilidad
individual y de la
empresa)

Fig. 1.11. JYrgf]k hYjY Y\ghlYj hjg_jYeYk \] JK;&

Kaf ]eZYj_g$ ]d ^Y[lgj ek aehgjlYfl] hYjY dd]nYj Y [YZg dY JK; \]k\] mf hmflg \] naklY ]kljY%
l†_a[g ]k ]d [geh]lalang$ qY im] _]f]jY nYdgj]k aflYf_aZd]k hYjY dY ]ehj]kY q e]bgjY dY aeY_]f
im] ]klY hjgq][lY `Y[aY dgk _jmhgk \] afl]j†k q dY kg[a]\Y\& 9 h]kYj \] im] eYqgjŠY \] dgk
Ymlgj]k fg k] hgf]f \] Y[m]j\g ]f dY [mYfla^a[Y[af \] dgk Z]f]^a[agk ][gfea[gk im] [gfdd]%
nY dY JK;$ kŠ [gaf[a\]f ]f im] fg l]f]jdY ]f [m]flY hm]\] dd]nYj Y dYk ]ehj]kYk Y [gklgkYk
h†j\a\Yk \] aeY_]f q Z]f]^a[agk$ \] dYk [mYd]k ]k emq \a^Š[ad j]kYj[ajk] ]f ]d ^mlmjg&

@Yq em[`gk ]b]ehdgk \] dYk [gfk][m]f[aYk \] hgf]j g fg ]f eYj[`Y hjg_jYeYk \] JK;& Hgj
]b]ehdg$ ]d _jmhg l]plad Af\al]p `Y \][a\a\g$ Y ljYn†k \] km «apuesta por lo verde», aehdYflYj
dYkÂ]f]j_ŠYk j]fgnYZd]k ]da[Y q kgdYj! ]f lg\gk kmk []fljgk dg_Škla[gk$ q dY Yhda[Y[af \] hdYf]k
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k] `Y hjghm]klg j]fgnYj lg\gk kmk n]`Š[mdgk hYjY im] [mehdYf dY fgjeYlanY =mjg -, dY fgjeY
]mjgh]Y ek ]pa_]fl] ]f eYl]jaY \] ]eakagf]k&

Hgj gljg dY\g$ \]Z]egk l]f]j ]f [m]flY im] dY JK;$ [geg dY dg_Škla[Y$ YZYj[Y lg\Y dY [Y\]fY \]
kmeafakljg& =kg aehda[Y im] dY ]ehj]kY ]k j]khgfkYZd] fg kgdYe]fl] \] kmk Y[[agf]k$ kafg
lYeZa†f \] dYk \] kmk hjgn]]\gj]k$ \akljaZma\gj]k$ [gfljYlaklYk$ kmZ[gfljYlaklYk$ ]l[& DY ]ehj]%
kY l][fgd_a[Y 9hhd]$ hgj ]b]ehdg$ ^m] Y[mkY\Y \] eYdYk hj[la[Yk ]f JK; hgjim] dYk ]ehj]kYk
kmZ[gfljYlY\Yk hgj ]ddY ]phdglYZYf Y kmk ljYZYbY\gj]k [gf Y_glY\gjYk bgjfY\Yk q ZYbgk kYdYjagk&
DY hj]kaf kg[aYd d] gZda_ Y Yme]flYj ]d _jY\g \] ljYfkhYj]f[aY ]f dY af^gjeY[af Y[]j[Y \]
kmk hjgn]]\gj]k q Y [j]Yj [\a_gk \] [gf\m[lY Yd j]kh][lg$ im] ]klf ]phm]klgk ]f mfY k][[af
]kh][Š^a[Y \] km o]Z [gjhgjYlanY&

Actividades

20. :mk[Y af^gjeY[af ]f dY hj]fkY g ]f Afl]jf]l kgZj] ]d [Ykg Fac]$ j]dY[agfY\g [gf dY
JK;$ q j]khgf\] Y dYk ka_ma]fl]k [m]klagf]k2
a) ¸;md]k ^m]jgf dYk eYdYk hj[la[Yk ]f JK; \] dYk im] k] Y[mk Y Fac]7
b) ¸;eg j]Y[[agf Fac] Y ]klYk Y[mkY[agf]k7
c) ¸Im† e]\a\Yk lge hgkl]jagje]fl] Fac] Y fan]d kg[aYd q \] hjg\m[[af7

21. Dgk [Ykgk =fjgf$ >gjme >adYl†da[g q 9>AFK9$ ¸]klf j]dY[agfY\gk [gf dY JK; g [gf dY
j]khgfkYZada\Y\ egjYd ]ehj]kYjaYd7 Bmkla^a[Y lm j]khm]klY&

22

www.FreeLibros.me

Síntesis 1La gestión logística

Logística
«Integración de las actividades internas y externas

del flujo de materiales buscando ventajas»
Ventajas

Competitivas Productos diferenciados

Primarias Cadena de valor Logística
t "QSPWJTJPOBNJFOUP inversa
t 1SPEVDDJØO De apoyo Responsabilidad
t %JTUSJCVDJØO t *OGSBFTUSVDUVSBT Social Corporativa
t .BSLFUJOH t 3FDVSTPT IVNBOPT
t 1PTWFOUB t 5FDOPMPHÓB
t 'JOBO[BT

Si los clientes las perciben, se convierte en ventaja comparativa.

Logística comercial Funciones propias
e independientes
t 'VODJØO EF BQSPWJTJPOBNJFOUP
t 'VODJØO EF EJTUSJCVDJØO Necesidad de planificación

Estratégicas Operativas Tácticas
Formular nuevas oportunidades Formular objetivos e indicar Llevar a cabo los objetivos

de negocio cómo llevarlos a cabo Decisiones a corto plazo

Decisiones a muy largo plazo Decisiones a largo plazo

www.FreeLibros.me 23

1 La gestión logística

Nota: Todas las actividades de esta página deben hacerse en un cuaderno aparte.

Test de repaso

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a) 9d ljYfkhgjl] \] dgk hjg\m[lgk& c) GZl]f]j ]d hjg\m[lg [geg k]Y&
b) 9d ljYfkhgjl] q YdeY[]fYb] \] dgk hjg\m[lgk& d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
c) 9d YdeY[]fYb] \] dgk hjg\m[lgk&
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY& 10. DY \][akaf \] mladarYj mf f”e]jg \]l]jeafY\g \] `gjYk
mfY eimafY hYjY ]dYZgjYj ]d hjg\m[lg ]k mfY \][akaf2
2. DY ]^a[a]f[aY j]khgf\] Yd hjaf[ahag \]2 a) Gh]jYlanY&
a) GZl]f]j ]d hjg\m[lg Yd eŠfaeg [gkl]& b) =kljYl†_a[Y&
b) GZl]f]j dY epaeY j]flYZada\Y\& c) L[la[Y&
c) 9 dgk \gk Yfl]jagj]k& d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
11. =f mf hjae]j eZalg$ dY dg_Škla[Y k] []flj ]f2
3. DY \akljaZm[af k]_”f Hgjl]j ]k mfY Y[lana\Y\2 a) DYk ^mf[agf]k ]kljYl†_a[Yk&
a) HjaeYjaY& b) DY [gjja]fl] \] dgk ^dmbgk afl]jfgk \] eYl]jaYd]k&
b) K][mf\YjaY& c) DY j]\m[[af \] dgk [gkl]k \]d ljYfkhgjl]&
c) <] Yhgqg& d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
12. =f dY dg_Škla[Y$ [gf [Yj[l]j _]f]jYd$ afl]jna]f]f dgk \]hYj%
4. DY \][akaf \] gj_YfarYj dY ]ehj]kY k]_”f mfY \]l]jeafY\Y lYe]flgk \]2
]kljm[lmjY \]hYjlYe]flYd ]k mfY \][akaf2 a) Hjg\m[[af q \akljaZm[af&
a) Gh]jYlanY& b) 9hjgnakagfYea]flg q \akljaZm[af&
b) =kljYl†_a[Y& c) Hjg\m[[af q YhjgnakagfYea]flg&
c) L[la[Y& d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
13. =f mf hdYf dg_Škla[g k] hdYkeYjf mfY k]ja] \] \][akagf]k$
5. DY n]flYbY [geh]lalanY k] \Y [mYf\g2 [geg hgj ]b]ehdg2
a) K] la]f]f j][mjkgk e]bgj]k im] dgk [geh]la\gj]k& a) <ak]Žg \] ]fnYk]k$ mZa[Y[af \] YdeY[]f]k q \]l]jeafY%
b) K] la]f]f Y[lalm\]k e]bgj]k im] dgk [geh]la\gj]k& [af \] jmlYk ek [gklgkYk&
c) DYk Y[lalm\]k q j][mjkgk im] fg la]f]f fm]kljgk [geh]% b) <ak]Žg \] ]fnYk]k$ mZa[Y[af \] YdeY[]f]k q \]l]jeafY%
la\gj]k kgf h]j[aZa\gk hgj dgk [da]fl]k& [af \] jmlYk hlaeYk&
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY& c) <ak]Žg \]d dg_glahg \] dY ]ehj]kY$ mZa[Y[af \] YdeY[]%
f]k q \]l]jeafY[af \] jmlYk hlaeYk&
6. DYk ^afYfrYk k]_”f Hgjl]j kgf mfY Y[lana\Y\2 d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
a) HjaeYjaY&
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c) <] Yhgqg& rY[af dg_Škla[Y kgf2
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY& a) <a^a[mdlY\ \] ]f[gfljYj Yd gh]jY\gj dg_Škla[g Y\][mY\g
q []fljYj dgk ]k^m]jrgk \] dY ]ehj]kY ]f dYk ^mf[agf]k
7. DY dg_Škla[Y afn]jkY ljYlY \]2 dg_Škla[Yk&
a) Dg [gfljYjag im] dY dg_Škla[Y [ge]j[aYd& b) <a^a[mdlY\ \] ]f[gfljYj Yd gh]jY\gj dg_Škla[g Y\][mY\g q
b) =pl]jfYdarYj dYk ^mf[agf]k \] dg_Škla[Y& [gehd]ba\Y\ \] dYk j]dY[agf]k [gf ]kl]&
c) ;gfl]ehdYj ]f ]d hdYf dg_Škla[g dY \]ngdm[af \] hjg% c) <a^a[mdlY\ \] ]f[gfljYj Yd gh]jY\gj dg_Škla[g Y\][mY\g
\m[lgk& q [gfn]jkaf \] [gkl]k nYjaYZd]k ]f [gkl]k ^abgk Yd l]f]j
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY& im] afn]jlaj ]f YdeY[]f]k$ n]`Š[mdgk$ ]l[&
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&
8. DY \][akaf \] \]\a[Yjk] Y dY ^YZja[Y[af \] mf fm]ng hjg%
\m[lg ]k mfY \][akaf2
a) Gh]jYlanY&
b) =kljYl†_a[Y&
c) L[la[Y&
d) Faf_mfY \] dYk Yfl]jagj]k ]k [gjj][lY&

24

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1La gestión logística

Nota: Todas las actividades de esta página deben hacerse en un cuaderno aparte.

Comprueba tu aprendizaje

Describir las características básicas de la cadena logística 18. MfY ]ehj]kY \]\a[Y\Y Y dY ^YZja[Y[af \] [aj[malgk ]d][lj%
identificando las actividades, fases y agentes que participan fa[gk ]ehd]Y hYjY km ^YZja[Y[af \gk [gehgf]fl]k2 hdY[Y q
y las relaciones entre ellos. [gZj]& Dgk h]\a\gk k] j]YdarYf e]fkmYde]fl]&

1. @Yr mf ]kim]eY [gf dYk ^mf[agf]k dg_Škla[Yk \] dgk \]hYj% HYjY ]d hjpaeg e]k k] ]klaeY mfY \]eYf\Y \] +(&(((
lYe]flgk \] YhjgnakagfYea]flg q \akljaZm[af& [aj[malgk&

2. ¸Im† ]k dY dg_Škla[Y7 Hjghgj[agfY mfY \]^afa[af [gf lmk ;Y\Y [aj[malg mladarY mfY hdY[Y q )( [e \] [gZj]&
hjghaYk hYdYZjYk&
;geg ]d e]j[Y\g \]d [gZj] ]k emq aehj]nakaZd] dY ]ehj]kY
3. ¸;md ]k dY j]dY[af ]flj] dY dg_Škla[Y q ]d eYjc]laf_7 [m]flY ]f kmk YdeY[]f]k [gf \] +(( e \] [gZj]&

4. ¸;md ]k dY j]dY[af ]flj] dY dg_Škla[Y q dY hjg\m[[af7 9 hYjlaj \] ]klgk \Ylgk$ [Yd[mdY ]d h]\a\g \] [gZj] im] k]
\]Z]j j]YdarYj ]kl] e]k&
5. ¸Hgj im† [gfka\]jYegk dgk ^dmbgk \] eYl]jaYd]k [geg mf
kakl]eY q `YZdYegk \] kakl]eY dg_Škla[g7 19. DY ]ehj]kY EYjYlf$ K&9&$ \]\a[Y\Y Y dY gj_YfarY[af
\] [Yjj]jYk mjZYfYk$ hj]k]flY dY ka_ma]fl] k][m]f[aY \]
km[]kgk2

6. ¸;eg Y^][lY dY dg_Škla[Y Y dY [Yda\Y\ \] k]jna[ag im] g^j][] Actividad Tiempo Lead time
dY ]ehj]kY7
Afk[jah[agf]k *( *(
7. ¸Im† ]k mf hdYf dg_Škla[g7 :gdkY \]d [gjj]\gj 5 25
Af^jY]kljm[lmjY )( 35
8. ¸Im† gZb]langk la]f] im] Yd[YfrYj ]d hdYf dg_Škla[g7 HmZda[a\Y\ 4 39

9. ¸Im† ]k dY dg_Škla[Y afl]_jYd7

10. @]egk hYkY\g \] dY dg_Škla[Y [dka[Y Y dY dg_Škla[Y afl]_jY\Y$ E]_Y^gfŠY ) ,(
q k] la]f\] Y aj ek Ydd$ afl]_jYf\g dYk ]kljYl]_aYk \] eYj%
c]laf_ ]f dYk ]kljYl]_aYk dg_Škla[Yk& ¸Hgj im†7 ;Yd[mdY dY n]flYbY [geh]lalanY \] [Y\Y Y[lana\Y\&

11. ¸=f im† Y[lana\Y\]k k] []fljY dY \akljaZm[af ^Ška[Y7 20. ¸Im† n]flYbYk la]f] [gdg[Yj dY dg_Škla[Y [geg staff7

12. ¸;md ]k dY \a^]j]f[aY ]flj] ]^a[Y[aY q ]^a[a]f[aY7 21. ¸Im† af[gfn]fa]fl]k la]f] [gdg[Yj dY dg_Škla[Y [geg \]hYj%
lYe]flg [ge]j[aYd7
13. ¸;gf im† hYdYZjY hg\]egk j]kmeaj ]d [gf[]hlg \] dg_Šk%
la[Y7 ¸;md ]k km afl]jhj]lY[af7 22. ¸Im† n]flYbYk ] af[gfn]fa]fl]k la]f] [gdg[Yj dY dg_Škla[Y
[gf mfY j]khgfkYZada\Y\ \]^afa\Y7
Reconocer las fases de la cadena logística y su duración.
14. ¸Im† YhgjlY dY ^mf[af \]d ljYfkhgjl] Y dY [Y\]fY dg_Šk% Comprender las ventajas de la logística como herramienta
competitiva.
la[Y7
23. ¸Im† ]k mfY n]flYbY [geh]lalanY7
15. ¸Im† YhgjlY dY ^mf[af \] YhjgnakagfYea]flg Y dY [Y\]fY
dg_Škla[Y7 24. ¸;eg hm]\] dY dg_Škla[Y YhgjlYj n]flYbYk [geh]lalanYk Y
mfY ]ehj]kY7
16. ¸Im† \a^]j]f[aY ]pakl] ]f dY ^mf[af \] YhjgnakagfYea]flg
\] mfY ]ehj]kY l]plad [gf ^YZja[Y[af hjghaY q gljY \] 25. K]j ¿]d e]bgj \] dY [dYk]À ]f ]d Ykh][lg dg_Škla[g [gfdd]nY
aehgjlY[af7 mfY n]flYbY [geh]lalanY j]kh][lg Yd j]klg \] dYk [gehY%
ŽŠYk$ fg kgdg hgj dY ]^a[a]f[aY kgZj] dY _]klaf$ kafg hgj ]d
17. <]k[jaZ] lg\g ]d hjg[]kg dg_Škla[g im] la]f] im] k]_maj mf nYdgj YŽY\a\g _]f]jY\g ]f ]d hjg\m[lg g k]jna[ag ^afYd&
Ymlgenad `YklY dd]_Yj Yd hmflg \] n]flY [gf[]kagfYjag!& ¸Im† ima]j] \][aj dY ^jYk] Yfl]jagj7

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1 La gestión logística

Nota: Todas las actividades de esta página deben hacerse en un cuaderno aparte.

Comprueba tu aprendizaje

26. =d kakl]eY «Just in time» BAL! ]k mfY ^adgkg^ŠY \aja_a\Y Y dY 37. ¸;md ]k dY \a^]j]f[aY ]flj] dY hdYfa^a[Y[af ]kljYl†_a[Y q dY
hjg\m[[af \] eYf]jY im] k] Y[l”] hYjY ghlaearYjdY& Dgk ^gjemdY[af ]kljYl†_a[Y7
eYl]jaYd]k im] YZYkl][]f dYk dŠf]Yk \] hjg\m[[af la]f]f
im] `Y[]jdg ¿bmklg Y la]ehgÀ$ ]k \][aj$ [mYf\g kgf f][]% 38. ¸;md]k kgf dYk e]lYk im] \]Z] Yd[YfrYj ]f dY hdYfa^a[Y[af
kYjagk& dg_Škla[Y7

K] ljYlY \] mfY ^adgkg^ŠY \] hjg\m[[af ]f^g[Y\Y Y dY \]% Realizar e interpretar estructuras de redes logísticas.
eYf\Y& ¸;md k]jŠY dY n]flYbY [geh]lalanY \] dY mladarY[af
\] ]kl] kakl]eY7 39. MfY ]ehj]kY \] ha]rYk \] j]hm]klgk hYjY Ymlgenad]k mZa%
[Y\Y ]f EY\ja\$ [gf ]klYZd][aea]flgk ]f [Y\Y mfY \] dYk
27. Dgk hjg\m[lgk q k]jna[agk g^j][a\gk hgj dYk ]ehj]kYk fg [YhalYd]k \] ?Yda[aY$ `Y [gf^gjeY\g mfY hdYlY^gjeY dg_Šk%
kgdg \]Z]f k]j \] YdlY [Yda\Y\$ affgnY\gj]k q Y\YhlY\gk Yd la[Y$ \] eg\g im] [Y\Y mfg \] dgk YdeY[]f]k kajnY Y dgk
[da]fl]$ kafg im] lYeZa†f \]Z]f \Yj mfY j]khm]klY jha\Y [da]fl]k \] [Y\Y mfg \] dYk hjgnaf[aYk&
Y dY \]eYf\Y2 dYk ]flj]_Yk `Yf \] k]j Y la]ehg$ k]_”f dgk
j]im]jaea]flgk \]d [da]fl] \] ege]flg$ dm_Yj q [Yfla\Y\& =f [YeZag$ ]f ]d HYŠk NYk[g k] `Y \akhm]klg mf YdeY[†f ]f
¸;eg afl]jna]f] dY dg_Škla[Y hYjY [mehdaj dgk hj][]hlgk \] :adZYg im] []fljYdarY lg\gk dgk h]\a\gk Y hjgn]]\gj]k$ YkŠ
dY Yfl]jagj ^jYk]7 [geg dgk h]\a\gk Y k]jnaj Y dgk [da]fl]k ]f \a[`Y [gemfa\Y\&

28. JYrgfY im† ima]j] \][aj dY ^jYk]2 ¿DY j]\ \] [Yjj]l]jYk J]YdarY mf ]kim]eY [gf dY j]\ dg_Škla[Y&
afljg\m[] n]flYbYk [geh]lalanYk ]flj] dYk [gemfa\Y\]k
YmlfgeYk ]khYŽgdYk hYjY dYk \a^]j]fl]k ]ehj]kYk im] k] 40. <ak]ŽY mfY j]\ dg_Škla[Y [gf lj]k []fljgk \] hjg\m[[af$ mf
]f[m]fljYf ]f ]ddYkÀ& YdeY[†f []fljYd q [mYljg [da]fl]k& ¸Im† [Yfla\Y\ \] j]dY%
[agf]k k] \Yf7
29. Fg `Y[] em[`g la]ehg$ dY dg_Škla[Y [gfkaklŠY ]f l]f]j ]d
hjg\m[lg bmklg$ ]f ]d kalag bmklg$ ]f ]d la]ehg ghgjlmfg$ Yd 41. <ak]ŽY dY Yfl]jagj j]\ kaf mladarYj ]d YdeY[†f []fljYd& ¸Im†
e]fgj [gkl] hgkaZd]& [Yfla\Y\ \] j]dY[agf]k k] \Yf7

9[lmYde]fl]$ ]klYk Y[lana\Y\]k$ YhYj]fl]e]fl] k]f[addYk$ 42. ¸;md ]k dY \a^]j]f[aY ]flj] Y[lana\Y\]k hjaeYjaYk q k][mf%
`Yf ka\g j]\]^afa\Yk$ q Y`gjY kgf lg\g mf hjg[]kg& ¸=f im† \YjaYk7
[gfkakl] ]kl] hjg[]kg7
43. <]^af] dY dg_Škla[Y afn]jkY&
30. ¸;md ]k dY \a^]j]f[aY ]flj] Y[lana\Y\]k hjaeYjaYk q \]
Yhgqg7 44. ¸;”Yd]k kgf dYk jYrgf]k ][gfea[Yk hYjY j]YdarYj dY ^mf[af
\] dg_Škla[Y afn]jkY7
31. ¸;md]k kgf dYk n]flYbYk [geh]lalanYk im] \]kYjjgddY dY
]ehj]kY7 45. ¸=f im† [gfkakl]f dgk hjg_jYeYk \] J]khgfkYZada\Y\ Kg[aYd
;gjhgjYlanY7 :mk[Y ]f Afl]jf]l$ Yd e]fgk$ mf ]b]ehdg \]
Diferenciar las etapas de decisión empresarial. hjg_jYeY \] J]khgfkYZada\Y\ Kg[aYd ;gjhgjYlanY ]f ]ehj]%
kYk \] dgk k][lgj]k ka_ma]fl]k2
32. Af\a[Y lj]k ]b]ehdgk \] \][akagf]k ]kljYl†_a[Yk$ l[la[Yk q
gh]jYlanYk ]f dY _]klaf dg_Škla[Y&  9dae]flY[af&

33. Af\a[Y lj]k \][akagf]k Y dYj_g hdYrg q lj]k Y [gjlg hdYrg hYjY  =d][ljfa[Y ] af^gjela[Y&
dY hm]klY ]f eYj[`Y \] mfY j]\ dg_Škla[Y&
 9mlgeg[af&
34. DY \][akaf \] hjg\m[aj mf fm]ng hjg\m[lg$ ¸]k mfY \][a%
kaf ]kljYl†_a[Y$ l[la[Y m gh]jYlanY7  Hjg\m[[af \] ]f]j_ŠY&

35. DY \][akaf \] afn]jlaj mfY [a]jlY [Yfla\Y\ \] \af]jg ]f mfY  JghY q [YdrY\g&
[YehYŽY hmZda[alYjaY$ ¸im† lahg \] \][akaf ]k7
 LjYfkhgjl]&

¸Im† ]klYZd][]f ]klgk hdYf]k ]f j]dY[af [gf dY dg_Škla[Y
afn]jkY7

36. DY hjg_jYeY[af \] dYk nakalYk \] mf n]f\]\gj$ ¸im† lahg 46. ¸Hgj im† mladarYf dYk ]ehj]kYk dY J]khgfkYZada\Y\ Kg[aYd

\] \][akaf ]k7 ;gjhgjYlanY \]k\] ]d hmflg \] naklY ]kljYl†_a[g7

26

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1La gestión logística

Práctica final

La logística como base de la imagen de marca: Benetton

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†hg[Yk \] n]jYfg f][]kalYZYf mkYj jghYk [gf [gdgj]k ek nangk& ;ge]fr$ bmflg Y kmk lj]k `]jeYfgk$ [gf mf l]dYj eg\]k%
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hjg\m[aj hj]f\Yk bmn]fad]k [gf Ylj]na\gk [gdgj]k&

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\a]jgf YZjaj km hjae]jY la]f\Y& @gq ]f \ŠY$ ]d f”e]jg \] ]klYZd][aea]flgk kmh]jY dgk -(($ dY eYqgjŠY ]f j†_ae]f \] ^jYf%
ima[aY&

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 K]j ¿af\mkljaYdÀ ka_fa^a[Y dY Z”kim]\Y \] ngdme]f q hdYfa^a[Y[af$ [gf lg\Yk dYk ][gfgeŠYk \] ]k[YdY im] ]ddg [gfdd]nY&
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 =k f][]kYjag hYjY gZl]f]j ][gfgeŠYk \] ]k[YdY n]flYbYk af\mkljaYd]k!$ h]jg lYeZa†f k] h]j[aZ] [geg hgkalang hgj dgk
[da]fl]k YljY[lang \] dY eg\Y!&

 Hgj ”dlaeg$ ]d ¿]f^gim] emf\aYdÀ ]k f][]kYjag hYjY [mehdaj dgk \gk gZb]langk Yfl]jagj]k&

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ddYfl]k$ q hgj dY \an]jka\Y\ \] hYkl]d]kÀ&

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ŽYk hjgeg[agfYd]k hgd†ea[Yk$ ddYeYf\g dY Yl]f[af Y ljYn†k \] \Yj Y [gfg[]j q \]fmf[aYj hjgZd]eYk kg[aYd]k& DY hmZda[a\Y\
\] :]f]llgf ljYlY \] [j]Yj ae_]f]k im] [Y\Y mfg \] fgkgljgk hm]\Y j][gj\Yj$ [j]Y mfY [mjagka\Y\ nakmYd$ hjgem]n] mfY
afl]jhj]lY[af nakmYd emq h]jkgfYd [gf mfY [a]jlY YeZa_—]\Y\& 9kŠ$ lg\YnŠY k] j][m]j\Yf [YehYŽYk \] hmZda[a\Y\ emq
[gfljgn]jla\Yk$ [geg dYk ^glg_jY^ŠYk \] mf `geZj] ]f^]jeg \] ka\Y ]f dY [YeY$ jg\]Y\g \] lg\gk kmk ^YeadaYj]k& GljYk
^glg_jY^ŠYk `Yf j]hj]k]flY\g ]d jY[akeg$ dY _m]jjY$ dY hgZj]rY$ dY j]da_af j][gj\Yj]egk dY ^glg \] mfY egfbY Z]kf\gk]
[gf mf [mjY!$ h]jg lYehg[g hg\]egk gdna\Yj dY ^glg_jY^ŠY im] j]Ydar hYjY mfY [YehYŽY \] dY ]ehj]kY FGDAL9 Y[]j[Y \]
mfY eg\]dg Yfgj†pa[Y$ g dY ”dlaeY [YehYŽY hYjY :]f]llgf ]f dY im] k] egkljYZY Yd hYhY :]f]\a[lg PNA Z]kYf\g dY Zg[Y

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1 La gestión logística

Práctica final

\] mf dŠ\]j j]da_agkg akdea[g$ g dY \] \aja_]fl]k hgdŠla[gk lYeZa†f Z]kf\gk] [gf kmk Y\n]jkYjagk a\]gd_a[gk$ ]flj] ]ddgk ]d
hj]ka\]fl] ]klY\gmfa\]fk]$ :YjY[c GZYeY&
:]f]llgf ]k \m]Žg \] [Yka lg\Y dY HYlY_gfaY$ ]pl]fkY j]_af \] dY 9e†ja[Y \]d Kmj$ \gf\] k] ]f[m]fljYf [mYljg \] kmk ]k%
lYZd][aea]flgk q k] [jŠYf ek \] fm]n] ead [YZ]rYk \] _YfY\g nY[mfg$ ead [YZYddgk q )*.&((( gn]bYk$ im] hjg\m[]f mfYk
-(( lgf]dY\Yk \] dYfY hgj YŽg&
DY ]phYfkaf \] dY j]\ [ge]j[aYd k] `arg Zmk[Yf\g _]fl] im] ]fljgf[YjY [gf dY ^adgkg^ŠY \] :]f]llgf2 ¿DY a\]Y im] Zmk%
[Yegk j]hj]k]flY dY fm]nY ]jY ]f ]d \]kYjjgddg \] hmflgk \] n]flY& =f n]r \] h]im]ŽYk afklYdY[agf]k$ \]Z]egk l]f]j _jYf%
\]k j]Yk ]f dYk [mYd]k hj]k]flYj eYqgj \an]jka\Y\ \] e]j[Y\]jŠY SÁU DYk la]f\Yk h]im]ŽYk$ [geg fm]kljgk [gfn]f[agfYd]k
hmflgk \] n]flY ]mjgh]gk$ fg kajn]f [geg hmflg \] j]^]j]f[aY ]f ]d [mYd dgk [da]fl]k hm]\Yf ]f[gfljYjk] g ]k[m[`Yj
e”ka[Y& @gq dY f][]ka\Y\ [gfkakl] ]f g^j][]j _jYf\]k ]khY[agk ]f \gf\] dgk [gfkmea\gj]k hm]\Yf [aj[mdYj$ ]f \gf\] dY
e]j[Yf[ŠY hm]\Y ]klYj ]phm]klY ]f ]klYfl]jŠYk YZa]jlYk q [eg\Yk$ hYjY im] ]d [da]fl] dY lgim]$ dY ka]flY q k] dY hm]\Y
hjgZYjÀ&
9kŠ hm]k$ ]d \]kYjjgddg \] dY gj_YfarY[af [ge]j[aYd \] :]f]llgf ]kl kgkl]fa\g hgj mf ka_fa^a[Ylang hjg_jYeY \] afn]jkag%
f]k \]klafY\g Y dY Yh]jlmjY \] e]_Yla]f\Yk$ af[dmkg ]f j†_ae]f \] _]klaf \aj][lY& =klYk k] [YjY[l]jarYf fg kgdg hgj kmk
_jYf\]k \ae]fkagf]k$ kafg lYeZa†f hgj g[mhYj mfY hgka[af hjanad]_aY\Y ]f dgk [Yk[gk `aklja[gk q ]f dgk []fljgk [ge]j%
[aYd]k$ YkŠ [geg hgj dY ]d]nY\Y [Yda\Y\ \] dgk k]jna[agk im] g^j][]f Y km [da]fl]dY&
=d †palg `Y kmhm]klg im] :]f]llgf$ Y`gjY$ \]kYjjgdd] _Y^Yk$ j]dgb]k$ rYhYlgk q lg\g lahg \] [gehd]e]flgk&

Fig. 1.12. =d j]lg ^mf\Ye]flYd im] k] hdYfl]Y :]f]llgf ]f eYl]jaY dg_Škla[Y [gfkakl] ]f `Y[]j dd]_Yj mfY nYja]\Y\ emq YehdaY
\] YjlŠ[mdgk Y mfY ]pl]fkY j]\ \] la]f\Yk& DY \akhgfaZada\Y\ \]d eakeg lahg q [Yfla\Y\ \] e]j[Yf[ŠYk ]f lg\Y dY [Y\]fY \] la]f\Yk ]k
mfY \] dYk k]ŽYk \] dY aeY_]f \] eYj[Y2 kmk la]f\Yk ]f 9mkljaY$ K]jZaY g Hgjlm_Yd \]Z]f ]klYj a_mYd \] Za]f kmjla\Yk im] dYk \] Eadf&

Cuestiones
1. ¸;eg afl]jhj]lY :]f]llgf dY dg_Škla[Y7
2. ¸;md]k kgf$ k]_”f lm ghafaf$ dYk ZYk]k \]d †palg \] :]f]llgf7
3. ¸Hg\jŠYk a\]fla^a[Yj ]d]e]flgk \] dg_Škla[Y [ge]j[aYd ]f dY ]kljYl]_aY k]_ma\Y hgj :]f]llgf7
4. ¸;gfg[]k gljgk ]klYZd][aea]flgk im] dd]n]f dY hgdŠla[Y \] :]f]llgf7
5. =f[m]fljY ]f Afl]jf]l Yd_mfY ^glg_jY^ŠY \] dYk [YehYŽYk hmZda[alYjaYk \] :]f]llgf q j]YdarY km afl]jhj]lY[af&
6. ¸=klaeYk im] dgk [Ym[]k hYjY \a^mf\aj kmk [YehYŽYk hmZda[alYjaYk kgf [gjj][lYk \]k\] ]d hmflg \] naklY †la[g7 Ka \]k]Yk

ek af^gjeY[af kgZj] ]kl] Ykh][lg$ hm]\]k Zmk[Yj ]f Afl]jf]l ]d YjlŠ[mdg ¿DY hmZda[a\Y\ \] :]f]llgf2 Yfmf[agk$ YZmkg
q [j]Ylana\Y\]kÀ$ \] EYjag 9flgfag KYf\gnYd$ hmZda[Y\g ]f ]d *) \] \a[a]eZj] \] *()) (www.americaeconomia.com).

28

www.FreeLibros.me

2Unidad

Búsqueda, selección
y evaluación de proveedores

En esta unidad aprenderemos a:
 =klYZd][]j dYk f][]ka\Y\]k \] [gehjY

hYjY mf h]jag\g&
 ;gf^][[agfYj mf ^a[`]jg [gf dgk

hjgn]]\gj]k hgl]f[aYd]k \] Y[m]j\g Y dgk
[jal]jagk \] Z”kim]\Y on-line q off-line&
 ;gehYjYj dYk g^]jlYk \] nYjagk
hjgn]]\gj]k \] Y[m]j\g [gf dgk
hYje]ljgk \] hj][ag$ [Yda\Y\ q k]jna[ag&
 =klYZd][]j mf ZYj]eg \] dgk [jal]jagk \]
k]d][[af ]f ^mf[af \]d h]kg ]kh][Š^a[g
im]$ kgZj] ]d lglYd$ j]hj]k]flY [Y\Y mfY
\] dYk nYjaYZd]k [gfka\]jY\Yk&

Y estudiaremos:
 DY Z”kim]\Y \] dgk hjgn]]\gj]k&
 DY k]d][[af \] dgk hjgn]]\gj]k&
 DY ]nYdmY[af \] dgk hjgn]]\gj]k&
 DY [mYfla^a[Y[af \] dYk f][]ka\Y\]k

\] eYl]jaYd]k&
 DYk ]kljYl]_aYk \] f]_g[aY[af

[gf hjgn]]\gj]k&

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2 Búsqueda, selección y evaluación de proveedores

1. Los proveedores como parte
del entorno

Ka mfY ]ehj]kY la]f] †palg ]f ]d e]j[Y\g ]k hgjim] `Y [gehj]f\a\g ]d ]flgjfg im] dY jg\]Y3
kgdg [mYf\g k] [gfg[] ]d ]flgjfg k] ]kl ]f [gf\a[agf]k \] lgeYj \][akagf]k Y[]jlY\Yk&

=d entorno empresarial ]k ]d [gfbmflg \] ^m]jrYk im] k] kal”Yf ]f ]d ]pl]jagj \] dY ]e%
hj]kY$ q im] ]b]j[]f af^dm]f[aY kgZj] ]ddY&

DY ]ehj]kY k] ]f[m]fljY kge]la\Y Y [af[g fuerzas competitivas externas, k]_”f Hgjl]j& MfY
\] ]ddYk ]k ]d hg\]j \] f]_g[aY[af \] dgk proveedores:

Amenaza de los
nuevos competidores

Poder de Rivalidad entre Poder de
negociación de los los competidores negociación de los

proveedores existentes clientes

Amenaza de
productos nuevos

y sustitutivos

Importante Fig. 2.1. ;dYka^a[Y[af \] dYk ^m]jrYk [geh]lalanYk ]pl]jfYk&

=d Z]f]^a[ag ka]ehj] k] _]klY [gf =f dY Y[lmYda\Y\$ dY e]bgjY ]f ]d [gfg[aea]flg q dY [ggj\afY[af \] dgk hjgn]]\gj]k ]klf [gf%
mfY Zm]fY [gehjY& ka\]jY\Yk [geg mfY `]jjYea]flY f][]kYjaY hYjY af[j]e]flYj dY [YhY[a\Y\ \] [j]Yj jaim]rY ]f
dY ]ehj]kY$ hgjim] h]jeal] j]YdarYj e]bgj mf hjg\m[lg g k]jna[ag ^afYd&

9 dg dYj_g \] dY mfa\Y\ nYegk Y \]kYjjgddYj dYk relaciones con proveedores, im] ka_m]f dgk
hYkgk im] k] em]kljYf Y [gflafmY[af2

Contratación Resultado

1. Búsqueda de proveedores 1. Pedido
2. Entrega
2. Selección de proveedores 3. Facturación

3. Evaluación de proveedores

4. Negociación con los
proveedores

5. Firma del contrato

Vocabulario Fig. 2.2. DYk j]dY[agf]k [gf dgk hjgn]]\gj]k&
Insumos: eYl]jaYd]k im] k] ]e%
h d ] Y f ] f d Y h jg \ m [ [ a  f \ ] g l jg k DYk j]dY[agf]k [gf dgk hjgn]]\gj]k kmj_]f \] dYk f][]ka\Y\]k im] la]f]f dYk ]ehj]kYk hYjY
Za]f]k& YhjgnakagfYjk] \] eYl]jaYd]k2

30  HYjY af[gjhgjYjdgk [geg afkmegk Yd hjg[]kg hjg\m[lang im] j]YdarYf eYl]jaYk hjaeYk$ hjg%
\m[lgk af[gjhgjYZd]k$ ]l[&!&

 HYjY [gfkmeajdgk \aj][lYe]fl] ]f \a[`gk hjg[]kgk [YjZmjYfl]k$ eYl]jaYd \] g^a[afY$ kmea%
fakljgk$ ]l[&!&

 HYjY j]n]f\]jdgk ]f ]d e]j[Y\g ]kl] ]k ]d [Ykg \] dYk ]ehj]kYk [ge]j[aYd]k!&

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2Búsqueda, selección y evaluación de proveedores

DYk \][akagf]k \] [gehjY \] dY ]ehj]kY [geg gj_YfarY[af hj]k]flYf kaeadalm\]k [gf dYk
\][akagf]k im] lgeYegk dgk af\ana\mgk Yd j]YdarYj mfY [gehjY$ hm]k ]f YeZgk [Ykgk ]k [gfk]%
[m]f[aY de un proceso$ q ]d j]kmdlY\g ^afYd ]k ]d eakeg2 la compra. H]jg dYk \][akagf]k \] dYk
]ehj]kYk hj]k]flYf \a^]j]f[aYk aehgjlYfl]k$ hm]k kmk Y\imaka[agf]k fg kgf ¿finalesÀ$ kafg im]
Y[l”Yf Y eYf]jY \] afl]je]\aYjagk ]flj] dgk hjgn]]\gj]k$ Y dgk im] Y\ima]j]f dgk eYl]jaYd]k$
q kmk [da]fl]k$ Y dgk im] kajn]f kmk hjg\m[lgk g k]jna[agk&

=d hjg[]kg \] [gehjY ]f dYk ]ehj]kYk ]k más complejo im] dY [gehjY af\ana\mYd$ \]Za\g Y im]
]f ]d [Ykg \] dYk ]ehj]kYk2

 FgjeYde]fl] afl]jna]f] ek \] mf af\ana\mg$ hgj dg im] k] f][]kalY mf acto de coordinación.

 ;geg kgf Za]f]k emq ]kh][Š^a[gk k] j]ima]j] mf nivel de conocimientos especializado.

Caso práctico 1 2. <]Z]jf l]f]j dgk [gfg[aea]flgk f][]kYjagk hYjY kYZ]j ka dgk
hjg\m[lgk j]”f]f dYk [YjY[l]jŠkla[Yk hYjY k]j [gfka\]jY\gk
DY E][Y \]d N]_]lYjaYfg$ K&9$ ]k mfY ]ehj]kY im] k] \]\a[Y Y dY ][gd_a[gk&
[ge]j[aYdarY[af \] lg\g lahg \] hjg\m[lgk Y_jŠ[gdYk ][gd_a[gk&
BmYf ;]ZgddY q Fg]daY Daef kgf dYk \gk h]jkgfYk ]f[Yj_Y\Yk 3. <]Z]jf Zmk[Yj Y dgk hjgn]]\gj]k im] kmjlYf ]klgk hjg\m[lgk&
\]d \]hYjlYe]flg \] [gehjYk q \]Z]f \][a\aj dYk Y\imaka[agf]k
Y j]YdarYj& 4. <]Z]jf j]YdarYj h]la[af \] hjghm]klYk&

K] \]k]Y [gehjYj mfY hYjla\Y \] Y_mY[Yl]k ]f ;gklY Ja[Y hgj 5. @YZj im] ]nYdmYj dYk hjghm]klYk q k]d][[agfYj Y dgk hjgn]]%
mf aehgjl] \] 0&((( €& \gj]k&

¸Im† ^Y[lgj]k \]Z]jf l]f]j ]f [m]flY Y dY `gjY \] j]YdarYj ]d 6. K]j hj][akg [ggj\afYjk] [gf ]d \]hYjlYe]flg Y\eafakljYlang
h]\a\g7 hYjY _]klagfYj ]d hjg[]kg \] aehgjlY[af&

Solución 7. @YZj im] ]nYdmYj dY [gehjY&

1. <]Z]jf [ggj\afYjk] [gf ]d \]hYjlYe]flg \] ^afYf[aY[af ;geg hg\]egk gZk]jnYj$ lg\gk dgk hmflgk Yfl]jagj]k dd]nYf Y
hYjY kYZ]j ka k] la]f] dY km^a[a]fl] daima\]r hYjY j]YdarYj dY j]kYdlYj dY [gehd]ba\Y\ \] dY lgeY \] \][akagf]k ]f dYk [gehjYk
[gehjY q$ ]f [Ykg [gfljYjag$ kgda[alYj dY ^afYf[aY[af Y\][mY\Y& \] mfY gj_YfarY[af&

Fig. 2.3. DY [ge]j[aYdarY[af \]
hjg\m[lgk Y_jŠ[gdYk ]k mfg \] dgk
k][lgj]k \gf\] eYqgj f][]ka\Y\ `Yq
\] [gfljgdYj dgk [gkl]k dg_Škla[gk$ qY
im] ]klgk j]hj]k]flYf mf hgj[]flYb]
emq ]d]nY\g \]d hj][ag ^afYd&

Actividades  F”e]jg \] h]jkgfYk im] afl]jna]f]f ]f dY lgeY \]
\][akaf
1. 9 dY `gjY \] j]YdarYj mfY [gehjY l] hm]\]k ]f[gfljYj [gf
im] k]Y j]h]lalanY$ eg\a^a[Y\Y g fm]nY& :Ykf\gl] ]f ]ddg$  ;gkl]
\a^]j]f[aY ]d _jY\g \] aehda[Y[af \] [Y\Y mfY \] ]ddYk$ [gf
dgk ka_ma]fl]k hYje]ljgk2 2. Af\a[Y [eg k] hjg\m[] dY Y\imaka[af \] Za]f]k q k]jna[agk
]f dYk ]fla\Y\]k h”Zda[Yk$ q j]kYdlY dYk \a^]j]f[aYk ek fg%
 Af[]jla\meZj] lYZd]k [gf dY ]ehj]kY hjanY\Y&
 Af^gjeY[af
 9 mlgeYlakeg ]f dY lgeY \] \][akagf]k

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2 Búsqueda, selección y evaluación de proveedores

Importante 2. La búsqueda de proveedores
DYk hdYlY^gjeYk :*: (Business to
Business) ^Y[adalYf dY Z”kim]\Y \] =d hjae]j hYkg Y \Yj ]f dYk j]dY[agf]k [gf dgk hjgn]]\gj]k ]k hjg[]\]j Y km Z”kim]\Y$ hYjY
hjgn]]\gj]k& hgkl]jagje]fl] k]d][[agfYj Y Yim]ddgk im] e]bgj k] Y\][m]f Y dYk f][]ka\Y\]k \] dY ]e%
Mf ]b]ehdg dg l]f]egk ]f dY ZYk] hj]kY&
www.kompass.com, [gf ek \]
+$-Âeaddgf]k \] ]ehj]kYk im] k] Hg\]egk ]f[gfljYjfgk [gf \gk nYjaYZd]k im] af[a\]f \aj][lYe]fl] ]f ]d hjg[]kg2
[gfljYlYf ]flj] kŠ ]f lg\g ]d emf\g&
1. La situación de partida de la empresa. Hg\]egk ]f[gfljYjfgk [gf \gk kalmY[agf]k2 im] dY
Claves y consejos ]ehj]kY qY l]f_Y mf \]kYjjgddg \] e]j[Y\g$ h]jg im] fg ]kl† lglYde]fl] kYlak^][`Y [gf
MfY nYjaYfl] \] dgk Zmk[Y\gj]k n]j% kmk hjgn]]\gj]k$ g im] \]k]] YehdaYj dY [Yfla\Y\ \] ]ddgk&
la[Yd]k kgf dgk metabuscadores,
lYeZa†f \]fgeafY\gk emdlaZmk[Y% 2. El tipo de compra \a^]j]f[aY lYeZa†f Yd lahg \] hjgn]]\gj Y Zmk[Yj& =kl] hm]\] k]j \] \gk
\gj]k$ im] ]fnŠYf dYk [gfkmdlYk \]d lahgk2
mkmYjag Y mf [gfbmflg \] nYjagk
Zmk[Y\gj]k _]f†ja[gk q$ ]f km [Ykg$ È Proveedores a largo plazo \] ^Y[lgj]k hjg\m[langk \aj][lgk g eYl]jaYd]k af\aj][lgk \]
Y \aj][lgjagk$ ZYk]k \] \Ylgk m gljYk EJG EYfl]faea]flg$ J]hYjY[af$ Gh]jY[af!$ [geg eYl]jaYd \] g^a[afY&
^m]fl]k \] af^gjeY[af$ q \]nm]dn]f
dgk j]kmdlY\gk im] hjghgj[agfYf È Proveedores puntuales \] hjg\m[lgk g k]jna[agk ]kh][Š^a[gk im] kgdg k] f][]kalYf mfY
lg\gk ]ddgk& ?jY[aYk Y ]ddg h]jeal]f n]r$ [geg mf Za]f \] afn]jkaf g mf hjgq][lg hYjla[mdYj&
]d Y[[]kg kaemdlf]g Y nYjagk eg%
lgj]k \] Z”kim]\Y afljg\m[a]f\g =f ]klY mfa\Y\ ljYlYj]egk \] dYk j]dY[agf]k [gf hjgn]]\gj]k Y dYj_g hdYrg$ h]jg ]f YeZgk [Y%
dgk [jal]jagk \] Z”kim]\Y mfY kgdY kgk$ dYk l†[fa[Yk \] Z”kim]\Y k] hm]\]f [YlYdg_Yj [geg Z”kim]\Y \] hjgn]]\gj]k on-line g
n]r& [geg Z”kim]\Y off-line. =k aehgjlYfl] l]f]j ]f [m]flY im] ]klgk \gk e†lg\gk \] Z”kim]\Y
fg kgf Ydl]jfYlangk$ kafg [gehd]e]flYjagk&
Web
MfY j]dY[af \] e]lYZmk[Y\gj]k ]k A. La búsqueda on-line
dY ka_ma]fl]2
 :ao]2 multibuscador.biwe.com DY Z”kim]\Y on-line [gfkakl] ]f Yhjgn][`Yj dYk n]flYbYk im] fgk g^j][]f dgk Zmk[Y\gj]k \]
 <g_had]2 www.dogpile.com Afl]jf]l Y ljYn†k \] dY \]k[jah[af \]d hjg\m[lg& DY Z”kim]\Y \] hjgn]]\gj]k ]f Afl]jf]l k] `Y
 Ahk]dgf2 www.ipselon.es [gfn]jla\g ]f mfY hj[la[Y [ge”f ]f dYk ]ehj]kYk& Dg im] Yfl]k k] `Y[ŠY mkYf\g dYk H_afYk
 CYjlGG2 www.kartoo.com 9eYjaddYk ]f hYh]d$ Y`gjY k] `Y[] mkYf\g Afl]jf]l&
 E]lY;jYod]j2 metacrawler.com
 Lg\YdYf]l2 www.todalanet.net Hgj gljg dY\g$ dY J]\ h]jeal] ]f[gfljYj hjgn]]\gj]k Y fan]d emf\aYd kaf afn]jlaj eYqgj]k
 NanŠkaeg2 vivisimo.com j][mjkgk$ [gkY aeh]fkYZd] hgj e†lg\gk ljY\a[agfYd]k& =kl] `][`g j]^d]bY dY aehgjlYf[aY hYjY
mfY ]ehj]kY \] [gflYj [gf presencia en Internet. Ka fg ]klk ]f dY J]\ ]klk h]j\a]f\g
32 [da]fl]k hgl]f[aYd]k [Y\Y \ŠY im] hYkY3 fg ]k im] fg l] ]f[m]flj]f2 ]k im] fg kYZ]f im]
]pakl]k&

9kŠ hm]k$ dYk ]ehj]kYk `Yf [gehj]f\a\g dY aehgjlYf[aY \] [gehYjlaj af^gjeY[af kgZj] kmk
hjg\m[lgk g k]jna[agk hmZda[f\gdY Y ljYn†k \] dYk h_afYk o]Z q ]f hdYlY^gjeYk ]kh][Š^a[Yk
\ak]ŽY\Yk hYjY lYd ]^][lg& <] ]klY eYf]jY$ Yim]ddgk im] ]kl†f afl]j]kY\gk ]f dY Y\imaka[af \]
mfY \]l]jeafY\Y e]j[Y\]jŠY hm]\]f Y[m\aj Y ]klYk hdYlY^gjeYk hYjY gZl]f]j dY af^gjeY[af
im] f][]kalYf&

=pakl]f \gk lahgk \] eglgj]k \] Z”kim]\Y2

 Genéricos ?gg_d]$ QY`gg$ 9dlYnaklY$ =p[al] g :af_!2 ^mf[agfYf mladarYf\g mfgk hjg_jYeYk$
ddYeY\gk jgZglk g spiders ¿YjYŽYkÀ! im] jYklj]Yf Afl]jf]l q d]]f lYflYk h_afYk [geg hm]%
\]f$ hj]k]flYf\g mf Šf\a[] \] \aj][[agf]k \] [Yj[l]j _]f]jYd&

 Verticales: kgf eglgj]k \] Z”kim]\Y ek ]kh][Š^a[gk kgZj] l]eYk [gf[j]lgk$ dg im] h]jea%
l] im] lYflg dY gZl]f[af \] dY af^gjeY[af [geg dY [j]Y[af \] Šf\a[]k k]Yf ek ]kh][aY%
darY\gk ]f ]d k][lgj \]d im] k] ljYlY& Dgk ek hghmdYj]k kgf dgk mladarY\gk hYjY Zmk[Yj `gl]%
d]k$ k]_mjgk$ hakgk g naYb]k& 9d ljYlYjk] \] mf f”e]jg \] ^m]fl]k ek j]\m[a\g im] ]f mf
Zmk[Y\gj _]f†ja[g$ dgk Zmk[Y\gj]k n]jla[Yd]k hm]\]f lYeZa†f Y[lmYdarYj km af^gjeY[af [gf
eYqgj ^j][m]f[aY& 9\a[agfYde]fl]$ mf Zmk[Y\gj n]jla[Yd g^j][] Y dgk mkmYjagk e][Yfakegk
\] Z”kim]\Y YnYfrY\Y ]kh][Š^a[Ye]fl] \ak]ŽY\gk hYjY ]d k][lgj& Hgj ]b]ehdg$ hm]\]k j]\m%
[aj dY Z”kim]\Y Y `gl]d]k \] lj]k ]klj]ddYk g Y dgk im] fg kmh]j]f mf \]l]jeafY\g hj][ag&
=flj] dgk ek mladarY\gk hg\]egk [alYj www.emarketservices.es, q Yd [j]Y\g hgj dYk ;eY%
jYk \] ;ge]j[ag www.camerdata.es, [gf ek \] \gk eaddgf]k \] ]ehj]kYk []fkY\Yk&

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2Búsqueda, selección y evaluación de proveedores

Caso práctico 2 1
MfY [Y\]fY \] j]klYmjYfl]k \]k]Y j]fgnYj km e]fYb] \] [g[a% 2
fY q kgda[alY Y dY h]jkgfY j]khgfkYZd] \]d \]hYjlYe]flg \] 3
[gehjYk dY Z”kim]\Y \] hjgn]]\gj]k \] [Y[]jgdYk \] Ydmeafag&
4
Solución:

J][mjjaegk Yd e]lYZmk[Y\gj BYfamedafc& 9 [gflafmY[af k] ka%
_m]f ]klgk hYkgk >a_&Â*&,!2

1. 9[[]\]egk Y km e]lYZmk[Y\gj (www.janium.com/produc-
tos/janiumlink).

2. =f ]d [mY\jg \] Búsquedas, ]k[jaZaegk ]d \]k[jahlgj2 ¿[Y[]%
jgdYk \] YdmeafagÀ q$ ]f Fuentes de búsqueda, Y[lanYegk dY
gh[af Internet.

3. @Y[]egk [da[ ]f Ir hYjY im] k] em]klj] dY j]dY[af \]d [ja%
l]jag \] Z”kim]\Y&

GZk]jnY [eg$ \]ZYbg \] [Y\Y j]khm]klY$ k] af\a[Y ]d Zmk%
[Y\gj \gf\] `Y ka\g ]f[gfljY\g ]d [jal]jag&

4. =d]_aegk dY j]khm]klY f&´ )$ Y[[]\a]f\g Y km h_afY o]Z
hYjY gZl]f]j dY af^gjeY[af \]k]Y\Y&

Fig. 2.4. HYkgk ]f ]d mkg \]d e]lYZmk[Y\gj BYfamedafc&

B. La búsqueda off-line Web

DY Z”kim]\Y off-line$ g ljY\a[agfYd$ lg\YnŠY ka_m] l]fa]f\g km aehgjlYf[aY$ q Ymfim] nY h]j% DYk ;eYjYk \] ;ge]j[ag la]f]f
\a]f\g h]kg hYmdYlafYe]fl] ]f ^Yngj \] dY Z”kim]\Y on-line, k] ZYkY ]f dY Z”kim]\Y \] hjg% [j]Y\g km hjghag hgjlYd$ www.ca
n]]\gj]k Y ljYn†k \]2 merdata.es, [gf ek \] \gk eaddg%
f]k q e]\ag \] ]ehj]kYk []fkY\Yk&
 Prensa, radio y televisión: mf Yfmf[ag ]f ]klgk e]\agk kajn]$ Yfl] lg\g$ hYjY \Yj Y [gfg[]j 9 ljYn†k \] †d k] hm]\] Y[[]\]j Y
dgk hjg\m[lgk im] k] [ge]j[aYdarYf& e”dlahd]k ZYk]k \] \Ylgk \] ]e%
hj]kYk&
 Publicaciones especializadas: k]_”f dY _mŠY \] dgk e]\agk \] [gemfa[Y[afÂ\] =khYŽY$ ]pak%
l]f +&)-. j]naklYk ]kh][aYdarY\Yk ]f fm]kljg hYŠk$ \]\a[Y\Yk Y lg\g lahg \] [gfl]fa\gk&

 Ferias y exposiciones: kgf mf e]\ag hYjY [gfg[]j \] []j[Y dgk hjg\m[lgk q \] ]flYZdYj j]%
dY[agf]k [gf ^mlmjgk hjgn]]\gj]k&

=k aehgjlYfl] \]k][`Yj dY a\]Y \] im] ]k e]bgj j]YdarYj dY Z”kim]\Y Y ljYn†k \]d [YfYd off-line g
\]d on-line: dgk \gk kgf [gehd]e]flYjagk$ q em[`Yk n][]k ]klf afl]jj]dY[agfY\gk& =f mf emf\g
]f ]d im] hjaeY dY emdla[YfYda\Y\$ dYk ]ehj]kYk \]Z]f j][mjjaj Y dgk \gk e†lg\gk&

Actividades Claves y consejos

3. Lm ]ehj]kY k] ]f[m]fljY ]f dY Y[lana\Y\ \]d em]Zd]$ q [geg h]jkgfY ]f[Yj_Y\Y \]d =f dYk h_afYk o]Z \] dgk j][aflgk
\]hYjlYe]flg \] [gehjYk$ l] kgda[alYf2 ^] ja Y d ] k $ [ g e g www.ifema.es g
a) 9n]ja_mYj [mf\g q \f\] k] []d]ZjYjf ]n]flgk j]dY[agfY\gk [gf \a[`Y Y[lana\Y\ www.firabcn.es, ]f[gfljYjk [Yd]f%
hYjY gZk]jnYj ^Ška[Ye]fl] dYk ”dlaeYk l]f\]f[aYk ]f egZadaYjag \] \gjealgjagk& \Yjagk [gf lg\Yk dYk ^]jaYk hj]naklYk
b) Hj]k]flYj Y dY \aj][[af \] dY ]ehj]kY mfY j]dY[af \] \a]r j]naklYk im] hj]k]fl]f ]f dgk hjpaegk e]k]k&
[Yldg_g \] em]Zd]k&
33
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2 Búsqueda, selección y evaluación de proveedores

3. La selección de proveedores

=d ]f^gim] ljY\a[agfYd `Y ka\g [gehjYj mladarYf\g ]d hj][ag [geg [jal]jag ”fa[g \] \][akaf& =f
dY Y[lmYda\Y\$ ]kl] ]f^gim] ]kl ka]f\g eg\a^a[Y\g hgj gljgk lahgk \] kakl]eYk \] k]d][[af ]f
dgk im] k] \]Z]f ]nYdmYj ek nYjaYZd]k& DY \]h]f\]f[aY \] mf kgdg hjgn]]\gj$ ]d]_a\g ]f ^mf%
[af \]d hj][ag$ ]k mfY ]kljYl]_aY im] Y dYj_g hdYrg hj]k]flY \]eYkaY\gk ja]k_gk hYjY dY ]ehj]%
kY& =f ]d hgdg ghm]klg k] ]f[m]fljYf dgk e†lg\gk \]fgeafY\gk «multicriterio», g \] k]d][[af
_dgZYd$ [mqYk ^gjemdY[agf]k eYl]ela[Yk ]k[YhYf Y dYk hj]l]fkagf]k \] ]kl] daZjg& Hgj ]ddg$
YhYjl] \]d [jal]jag \]d hj][ag$ fgk []fljYj]egk ]f eg\]dgk im] [gfl]ehdYf Yd_mfgk ]d]e]flgk
ek \]d hjg[]kg \] [gehjY& =f [mYdima]j [Ykg$ ]f lg\gk dgk eg\]dgk k] dd]nY Y [YZg ]d ka_ma]f%
l] hjg[]kg hYjY j]YdarYj dY k]d][[af \] hjgn]]\gj]k2

1.º t &WBMVBDJØO EF MBT OFDFTJEBEFT

2.º t 3FBMJ[BDJØO EF VOB MJTUB EF QSPWFFEPSFT

3.º t "OÈMJTJT EF PGFSUBT EF MPT QSPWFFEPSFT

4.º t Establecimiento de criterios de selección

5.º t $FSUJGJDBDJØO EF MPT QSPWFFEPSFT

Fig. 2.5. =d hjg[]kg \] k]d][[af \] hjgn]]\gj]k&

1.º t &WBMVBDJØO EF MBT OFDFTJEBEFT A. Evaluación de las necesidades
2.º t 3FBMJ[BDJØO EF VOB MJTUB EF QSPWFFEPSFT
3.º t "OÈMJTJT EF PGFSUBT EF MPT QSPWFFEPSFT =f [mYdima]j Y[lana\Y\ im] aehdaim] mf hjg[]kg Y ljYn†k \] nYjaYZd]k j]dY[agfY\Yk km[]kanY%
4.º t Establecimiento de criterios de selección e]fl]$ dY \]^afa[af \] dYk hjae]jYk nYjaYZd]k ]k emq aehgjlYfl]$ qY im] [gf\a[agfYf ]d j]klg
5.º t $FSUJGJDBDJØO EF MPT QSPWFFEPSFT \]d hjg[]kg& =f ]d [a[dg \] [gehjYk$ im] ]k dY hjae]jY ^Yk] \] dY Y[lana\Y\ \] dY ]ehj]kY$ j]kmd%
lY \] nalYd aehgjlYf[aY \Yj j]khm]klY Y lj]k hj]_mflYk [dYn]2
34
 Im† h]\aj&
 ;mf\g h]\aj&
 ;mflg h]\aj&

Fg kgf [m]klagf]k im] hm]\Y j]khgf\]j hgj kŠ kgdg mf \]hYjlYe]flg \] dY ]ehj]kY2 ]f km
j]khm]klY k] n]jf afngdm[jY\gk$ [geg eŠfaeg$ dgk \]hYjlYe]flgk \] YhjgnakagfYea]flg$ ^Y%
Zja[Y[af q n]flYk& Lg\gk ]ddgk mladarYjf l†[fa[Yk \] afn]kla_Y[af gh]jYlanY hYjY \Yj j]khm]klY
Y \a[`gk afl]jjg_Yfl]k&

=f ]klY mfa\Y\ nYegk Y ]klm\aYj dY j]khm]klY Y dY ”dlaeY hj]_mflY$ ]k \][aj$ determinar la
cantidad \] YjlŠ[mdgk im] dY ]ehj]kY hj]n† im] nY Y f][]kalYj& HYjY ]ddg nYegk Y mladarYj \gk
l†[fa[Yk ]klY\Škla[Yk2

 DYk medias móviles.
 =d Yfdakak \] dY j][lY \] j]_j]kaf Y ljYn†k \]d método de los mínimos cuadrados.

HYjY Yhda[Yj ]klgk e†lg\gk k]j hj][akg ]klYZd][]j \aklaf[agf]k hgj lahgk \] kmeafakljY\gj]k$
]f ^mf[af \] fm]kljYk f][]ka\Y\]k2 dYk [YjY[l]jŠkla[Yk \] dgk hjg\m[lgk g k]jna[agk nYjŠYf ]f
^mf[af \]d lahg \] ]ehj]kY hjgn]]\gjY&

=f ]d [Ykg \] dgk suministradores industriales, k]jf j]dYlanYe]fl] ek aehgjlYfl]k dY Ykak%
l]f[aY l†[fa[Y q dY ^gjeY[af im] hjghgj[agfY ]d hjgn]]\gj$ YkŠ [geg dgk [gkl]k$ dY [Yda\Y\ \]d
hjg\m[lg$ dgk hdYrgk \] ]flj]_Y q dY hgkaZada\Y\ \] ^afYf[aY[af [ge]j[aYd&

=f [YeZag$ ]f ]d [Ykg \] dgk suministradores comerciales, dY [Yda\Y\ \]d hjg\m[lg q dY jYha\]r
]f k]jnajdg k]jf dYk \gk nYjaYZd]k hjaf[ahYd]k Y l]f]j ]f [m]flY&

Hgj ”dlaeg$ ]f proveedores de servicios, dY [Yda\Y\ \] \a[`gk k]jna[agk k]j ]d ^Y[lgj hjaf[ahYd
Y [gfka\]jYj&

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2Búsqueda, selección y evaluación de proveedores

Caso práctico 3

DY ]ehj]kY Jglafa$ K&9&$ k] \]\a[Y Y dY ^YZja[Y[af \] hYklY& <mjYfl] dgk ”dlaegk g[`g YŽgk$
dYk Y\imaka[agf]k ]^][lmY\Yk \] []j]Yd]k$ ]phj]kY\Yk ]f lgf]dY\Yk$ `Yf ka\g dYk ka_ma]fl]k2

Año 2005 2006 2007 2008 2009 2011 2012 2013 Importante
Cantidad (1) (2) (3) (4) (5) (6) (7) (8) =d Yfdakak \] j]_j]kaf daf]Yd k] mla%
darY hYjY ]klm\aYj dY j]dY[af ]flj]
0 )( )- )* ). )0 *) *+ nYjaYZd]k& =f dY afn]kla_Y[af kg[aYd
]kl] lahg \] Yfdakak k] mladarY hYjY
;gf gZb]lg \] ]klYZd][]j dY \]eYf\Y hYjY ]d hjpaeg ]b]j[a[ag$ dY b]^Y \]d \]hYjlYe]flg hj]\][aj mf Yehdag jYf_g \] ^]f%
\] [gehjYk$ KjY& ;mY\jY\g$ ima]j] ]klaeYj dY \]eYf\Y Yhda[Yf\g ]d e†lg\g \] Ybmkl] \] e]fgk$ \]k\] e]\a\Yk ][gfea[Yk
mfY j][lY hgj eŠfaegk [mY\jY\gk& `YklY \a^]j]fl]k Ykh][lgk \]d [ge%
hgjlYea]flg `meYfg&
Solución
(Continúa)
NYegk Y mladarYj ]d [gf[]hlg \] j]_j]kaf kaehd]& =k mfY l†[fa[Y ]klY\Škla[Y im] ljYlY \] 35
\]l]jeafYj dY ^mf[af eYl]ela[Y im] e]bgj j]hj]k]fl] dY j]dY[af ]pakl]fl] ]flj] \gk
nYjaYZd]k$ mfY \] dYk [mYd]k k] kmhgf] af^dma\Y hgj ]d [gehgjlYea]flg \] dY gljY&

DY nYjaYZd] af^dma\Y g ]phda[Y\Y hgj dY ][mY[af ]k dY nYjaYZd] \]h]f\a]fl]$ q k] d] km]d]
\Yj ]d fgeZj] \] «y»; dY nYjaYZd] ]phda[YlanY ]k dY nYjaYZd] af\]h]f\a]fl]$ q k] km]d] ]p%
hj]kYj [geg «x». =f fm]kljg [Ykg$ kmhgf]egk im] dY [Yfla\Y\ \] lja_g (y) na]f] ]phda[Y%
\Y hgj ]d YŽg \] [gehjY (x).

HYjY \]l]jeafYj dgk hYje]ljgk \] dY j][lY$ im] kgf dY gj\]fY\Y ]f ]d gja_]f q dY h]f\a]f%
l]$ k] hm]\] Y[m\aj Y nYjagk e†lg\gk$ dgk ek mladarY\gk kgf ]d \] mínimos cuadrados q
]d \] medias móviles. DY KjY& ;mY\jY\g `Y \][a\a\g mladarYj ]d \] mínimos cuadrados.

Dgk [d[mdgk im] j]YdarYj]egk kgf dgk ka_ma]fl]k2

a) =dYZgjYegk dY ka_ma]fl] lYZdY2

Año Cantidad x2
)
x y x·y ,
)00 9
* )( *( ).
3 )- ,- *-
, )* ,0 +.
- ). 0( ,1
. )0 )(0 .,
7 *) ),/
0 *+ )0, ¦ x*

¦x ¦y ∑x⋅ y

+. )*+ .,( *(,

b) ;Yd[mdYegk dYk e]\aYk x$ y$ x* n f”e]jg \] YŽgk!2

 x = ∑x = +. = ,$- 3  y = ∑y = )*+ = )-$+0 3  x* *-$-(
0 0
n n

c) 9hda[Yegk dY ]phj]kaf eYl]ela[Y fgjeYd \] mfY j][lY2 y a bx, [Yd[mdYf\g hj]%
naYe]fl] a q b:

∑ y = a ⋅ n + b ⋅ ∑ x ∑ x ⋅ y = a ⋅ ∑ x + b ⋅ ∑ x*

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2 Búsqueda, selección y evaluación de proveedores

Caso práctico 3 (continuación)

9d \]kh]bYj dYk af[_falYk a q b gZl]f]egk2

b = ∑ x ⋅ y − n ⋅ x ⋅ y = .,( − 0 ⋅ ,$- ⋅ )-$+0 = .,( − --+$.0 = 0.$+* = *$(-1
∑ x* − n ⋅ x* *(, − 0 ⋅ *($*- *(, − ).* ,*

a y b ˜ x → Y )-$+0 *$(-1 ˜ ,$- .$)(/

Cantidad25 Kmklalmaegk x hgj ]d nYdgj 1 im] [gjj]khgf\] Yd YŽg *()+! ]f dY
]phj]kaf eYl]ela[Y fgjeYd \] mfY j][lY$ YkŠ [geg a q b hgj dgk
20 nYdgj]k gZl]fa\gk&

15 =d j]kmdlY\g [gjj]khgf\] Y y (previsión de demanda para el
próximo ejercicio)
10
y a b ˜ x
5
y .$)(/ *$(-1 ˜ 1 *,$.+0
0
12345678 Km j]hj]k]flY[af _j^a[Y k]jŠY dY im] k] j][g_] ]f dY >a_mjY *&.&
Año
=kl] lahg \] hjgZd]eYk dg hg\]egk j]kgdn]j ^[ade]fl] [gf dY
Fig. 2.6. J][lY \] j]_j]kaf& `gbY \] [d[mdg =p[]d& HYjY ]ddg$ afk]jlY ]f dY `gbY \] [d[mdg ]f
[gdmefY dgk \Ylgk \] dgk nYdgj]k im] Ykme]f x ] y. 9 [gflafmY%
[af hjg[]\] \] dY ka_ma]fl] ^gjeY >a_& *&/!2

2 )& K]d][[agfY dYk \gk [gdmefYk \] \Ylgk&

*& =f ]d e]f” hjaf[ahYd ]da_] Insertar3 ]f ]d e]f”
1 ]e]j_]fl] \] dgk _j^a[gk ]da_] Dispersión, q

`Yr [da[ kgZj] ]d hjae]j _j^a[g im] kmj_aj& K]
l] hj]k]flYj ]f hYflYddY ]d _j^a[g [gjj]khgf%
3 \a]fl]&

+& @Yr [da[ [gf Zglf \]j][`g kgZj] mfg [mYdima]jY
\] dgk hmflgk3 ]f ]d e]f” im] kmj_]$ ]da_] Agre-
gar línea de tendencia, q ]f ]d [mY\jg im] YhYj]%
[]j k]d][[agfY Lineal.

,& Kaf []jjYj ]d [mY\jg$ ]f dY h]f”dlaeY h]klYŽY$
eYj[Y dY [YkaddY Presentar ecuación en el gráfico.

;gf lg\g ]ddg gZl]f\jk ]d _j^a[g \] \akh]jkaf
4 [gf dY j][lY \] j]_j]kaf [Yd[mdY\Y kgZj] †d

>a_&Â*&0!&

Fig. 2.7. ;gf^a_mjY[af \]d _j^a[g \] \akh]jkaf& Hg\]egk gZk]jnYj im] y Yme]flY Y e]\a\Y im] dg `Y[] x, [gf dg
[mYd k] \a[] im] ]pakl] mfY [gjj]dY[af hgkalanY ]flj] dYk \gk nY%
25 jaYZd]k&
y = 2,059x + 6,107
HYjY gZl]f]j ]d _jY\g \] [gjj]dY[af g \] \]h]f\]f[aY ]flj] dYk
20 nYjaYZd]k$ k] mkY ]d coeficiente de correlación lineal, im] fgk na]%
f] \Y\g hgj2

15 ∑ Xn ⋅ Yi − X ⋅Y
i=) i
10
r= n Sx ⋅ Sy
5
<gf\]2
0
0 2 4 6 8 10 Sx <]knaY[af lŠha[Y \] Xi
Sy <]knaY[af lŠha[Y \] \] Yi
Fig. 2.8. ?j^a[g \] \akh]jkaf [gf j][lY \] j]_j]kaf ]f =p[]d&

36

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=d nYdgj \]d [g]^a[a]fl] \] [gjj]dY[af daf]Yd k] ]f[m]fljY ]flj] ) q )& Ka ]k a_mYd Y ) dY [gjj]%
dY[af ]k h]j^][lY q hgkalanY$ q ka ]k ) lYeZa†f k]jŠY h]j^][lY$ h]jg \] [Yj[l]j afn]jkg&

HYjY km gZl]f[af j][mjjaj]egk Y dY `gbY \] [d[mdg& <]fljg \] dYk ^mf[agf]k ]klY\Škla[Yk fgk
]f[gfljYegk [gf ¿COEF.DE.CORRELÀ3 kgdg l]f]egk im] af[dmaj ]f dY k]ja] ) dgk nYdgj]k [g%
jj]khgf\a]fl]k Y x, q ]f dY k]ja] * dgk nYdgj]k \] y. DY ^jemdY fgk \]ngdn]j ]d nYdgj ($1.+-$
mfY [gjj]dY[af YdlY$ Ymfim] Yd k]j af^]jagj Y ) k] hgf] \] eYfa^a]klg dY hj]k]f[aY \] Yd_mfY
gljY nYjaYZd] fg [gfl]ehdY\Y im] af^dmq] lYeZa†f ]f dY \]eYf\Y&

=f ]d [Ykg \] im] dY KjY& ;mY\jY\g `mZa]jY \][a\a\g Yhda[Yj ]d e†lg\g \] e]\aYk enad]k$ mfY
n]r \]^afa\g ]d fan]d *$ +$ ,$ ]l[&! \]Z]jŠY kmklalmaj dgk nYdgj]k \] dY nYjaYZd] y hgj dY e]\aY \]
dgk nYdgj]k k]_”f ]d fan]d af\a[Y\g&

Kmhgf_Yegk im] \]^af] ]d fan]d ,& DY fm]nY k]ja] \] nYdgj]k k]jŠY2

xy Nuevo valor

) 0 0 + )( + )- + )* = ))$*-
,

* )( )( + )- + )* + ). = )+$*-
,

3 )- )- + )* + ). + )0 = )-$*-
,

, )* )* + ). + )0 + *) = ).$*-
,

- ). ). + )0 + *) + *+ = )1$*-
,

. )0 …
7 *) …
0 *+ …

;gf dY gZl]f[af \] dY e]\aY k] [gfka_m] mf ¿YdakY\gÀ \] dgk nYdgj]k$ `Y[a†f\gdgk ek j]hj]%
k]flYlangk&

Actividades <]l]jeafY dY \]eYf\Y \]d YŽg . Yhda[Yf\g2

4. DY ]ehj]kY Ubicar, S. L.$ \]\a[Y\Y Y dY ^YZja[Y[af \] ]klYf% a) =d e†lg\g \] Ybmkl] \] mfY j][lY hgj eŠfaegk [mY%
l]jŠYk e]lda[Yk$ lmng dYk ka_ma]fl]k f][]ka\Y\]k \] Yhjgna% \jY\gk&
kagfYea]flg \] mf [gehgf]fl] ]phj]kY\g ]f lgf]dY\Yk
\mjYfl] dgk ”dlaegk [af[g YŽgk& b) E]\aYfl] mfY `gbY \] [d[mdg&

Año 1 2 3 4 5

Cantidad )+ ). ), )/ *(

B. Realización de una lista de proveedores 1.º t &WBMVBDJØO EF MBT OFDFTJEBEFT
2.º t 3FBMJ[BDJØO EF VOB MJTUB EF QSPWFFEPSFT
DY Z”kim]\Y \] hjgn]]\gj]k \]Z] dd]nYjfgk Y j]YdarYj mf daklY\g \] hjgn]]\gj]k im]$ ]f hjaf[a% 3.º t "OÈMJTJT EF PGFSUBT EF MPT QSPWFFEPSFT
hag$ hm]\Yf kYlak^Y[]j fm]kljYk f][]ka\Y\]k& 4.º t Establecimiento de criterios de selección
K] \]Z]f YZjaj j]_akljgk hYjY [Y\Y mfg \] ]ddgk$ ]f \gf\] k] af[dmaj lg\Y dY af^gjeY[af im] k] 5.º t $FSUJGJDBDJØO EF MPT QSPWFFEPSFT
[j]Y j]d]nYfl]2
 Datos identificativos: jYrf kg[aYd$ \gea[adag d]_Yd q [ge]j[aYd$ l]d†^gfg$ ^Yp$ ]%eYad$ \aj][% 37

[af o]Z$ ;A>$ ]l[&

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2 Búsqueda, selección y evaluación de proveedores

 Tipo de productos im] g^j][] g k]jna[agk im] hj]klY$ hj][agk$ hgdŠla[Yk \] \]k[m]flgk$ [gf%
\a[agf]k \] hY_g Y[gj\Y\Yk$ [gf\a[agf]k _]f]jYd]k \] ]flj]_Y q [gfljYlgk im] k] `YqYf
^ajeY\g&

=k [ge”f im] ]f \a[`gk j]_akljgk ^a_mj]f Y\]ek [Yldg_gk q em]kljYk \] dgk YjlŠ[mdgk g^j][a%
\gk$ [gf dgk j]kmdlY\gk \] dgk Yfdakak j]YdarY\gk Y dgk eakegk&

Dgk Yj[`angk \]Z]f eYfl]f]jk] Y[lmYdarY\gk \] ^gjeY [gfklYfl]$ dg im] aehda[Y dY [gflafmY
j]nakaf \] dgk \Ylgk a\]fla^a[Ylangk q dY af[dmkaf \] fm]ngk hjg\m[lgk$ YkŠ [geg dYk eg\a^a[Y%
[agf]k \] eYl]jaYd]k g \] hj][agk im] dgk hjgn]]\gj]k hm\a]jYf ]klYZd][]j&

CEO Actividades

=f ]d ;=G ]f[gfljYjk mf hjg_jYeY 5. J]YdarY mf daklY\g [gf )( ]ehj]kYk im] k] \]\aim]f Yd kmeafakljg \] j][YeZagk hYjY
af^gjela[g j]YdarY\g [gf dY ZYk] \] Za[a[d]lYk \] egflYŽY$ mkYf\g dY o]Z \] H_afYk 9eYjaddYk&
\Ylgk 9[[]kk$ e]\aYfl] ]d [mYd hg% a) =dYZgjY mfY ^a[`Y hYjY dd]nYj ]d [gfljgd \] dgk Yfl]jagj]k hjgn]]\gj]k$ ]f dY im]
\jk dd]nYj ]d [gfljgd \] dgk hjgn]]% ^a_mj] dY ka_ma]fl] af^gjeY[af2 hjgn]]\gj$ \aj][[af$ l]d†^gfg'^Yp$ [gjj]g ]d][lj%
\gj]k& fa[g'h_afY o]Z$ h]jkgfY \] [gflY[lg$ hjg\m[lgk&

b) =dYZgjY mfY ^a[`Y j]kme]f \] dgk )( hjgn]]\gj]k&

1.º t &WBMVBDJØO EF MBT OFDFTJEBEFT C. Análisis de ofertas de los proveedores
2.º t 3FBMJ[BDJØO EF VOB MJTUB EF QSPWFFEPSFT
3.º t "OÈMJTJT EF PGFSUBT EF MPT QSPWFFEPSFT =klY ^Yk] [gfdd]nY2
4.º t Establecimiento de criterios de selección  DY kgda[alm\ \] hjghm]klYk Y hjgn]]\gj]k \] dY daklY Yfl]jagj&
5.º t $FSUJGJDBDJØO EF MPT QSPWFFEPSFT  DY gZl]f[af \] km [Yldg_g \] hjg\m[lgk&
 DY j][]h[af \] g^]jlYk \]lYddY\Yk hgj ]k[jalg&

Caso práctico 4

<gŽY 9jYf[`Y N]dgr ]k dY ]f[Yj_Y\Y \] [gehjYk \] mfY fm]nY ]ehj]kY2 :L%Jmfaf_$ K&9&$
\gea[adaY\Y ]f EY\ja\$ [' N]dg[ajjYhlgj$ )*+& ;& H& *0((,& FA> 9%*-((/0& K] \]\a[Y Y dY
n]flY q j]hYjY[af \] lg\g lahg \] Za[a[d]lYk& 9jYf[`Y ima]j] [gehjYj f]mela[gk hYjY
Za[a[d]lYk$ q k] \aja_] hgj ]k[jalg Y dY ]ehj]kY F]mela[gk @]jff\]r q >]jff\]r$ mZa[Y%
\Y ]f D]f$ HYk]g \] MjjaZYjja$ ),.& ;& H& *,01)$ hYjY j][aZaj kmk g^]jlYk&

De: Arancha Veloz <[email protected]>
Para: Neumáticos Hernández y Fernández <[email protected]>
Asunto: Modelos y precios de neumáticos para bicicletas

Estimados Sres:

Somos una empresa de nueva creación que se dedica a la venta y reparación de todo tipo de
bicicletas.

Tenemos conocimiento de que Uds. se están especializando en la fabricación de neumáticos para
bicicletas, por lo que estaríamos interesados en conocer toda la gama que ofrecen.

Actividades Les rogaríamos que nos enviasen un catálogo con las especificaciones técnicas y económicas de
dichos artículos.
6. =dYZgjY mf ]k[jalg \] kgda[a%
lm\ \] g^]jlYk Ydl]jfYlang Yd En concreto, estaríamos muy agradecidos si nos hacen llegar las siguientes especificaciones:
egkljY\g ]f ]d [Ykg hj[%
la[g Yfl]jagj Y mfg \] dgk ͻഩWƌĞĐŝŽ ͻഩ'ĂƐƚŽƐ ƐƵƉůĞƚŽƌŝŽƐ ͻഩ'ĂƌĂŶơĂ
hjgn]]\gj]k e]f[agfY\gk ͻഩ ĞƐĐƵĞŶƚŽ ĐŽŵĞƌĐŝĂů ͻഩWůĂnjŽ ĚĞ ĞŶƚƌĞŐĂ ͻഩWůĂnjŽ ĚĞ ĚĞǀŽůƵĐŝŽŶĞƐ
Yfl]jagje]fl]& ͻഩ&ŽƌŵĂ ĚĞ ƉĂŐŽ ͻഩ^ĞƌǀŝĐŝŽ ƉŽƐǀĞŶƚĂ ͻഩZĞĐĂƌŐŽƐ

38 Esperando poder contarles entre nuestros proveedores, reciban un cordial saludo.

Arancha Veloz

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