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Pearl Bear

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Maestría en Administración de Tecnologías de la Información

LIDERAZGO Y COMPORTAMIENTO ORGANIZACIONAL

ANALISIS DEL CASO PEARL BEER

Profesor titular: Dra. María del Socorro Jaqueline Marcos de Khan Profesor tutor: Mtra. Aracely Sánchez Martínez

EQUIPO | Jesús Gabriel Banda Durán | A01306338 | Bernardo Alberto Gross Urrego | A01305563 | Helman René Jaramillo Valderrama | A01304913 | Jesús Israel Orta Puga | A00504029 | Lydia Raquel Vera Reza | A01302768 |

Mayo, 2010.

Contenido Resumen del caso. 3 Problemas de motivación encontrados en Wayne. 4 Problema de Pertenencia a la Organización. 4 Problema de Prestaciones. 4 Problema de Seguridad en el Trabajo. 4 Problema de Capacitación en el Trabajo. 4 Problema de Falta de Recursos de la Organización. 4 Solución a los problemas. 5 Solución al Problema de Pertenencia a la Organización. 5 Solución al Problema de Prestaciones. 5 Solución al Problema de Seguridad en el Trabajo. 5 Solución al Problema de Capacitación en el Trabajo. 5 Solución al Problema de Falta de Recursos de la Organización. 5 Plan de Acción Basado en la Industria Cervecera en México. 6 Objetivos. 6 Estrategias. 6 Acciones. 6 Conclusiones. 6 Bibliografía. 7

Resumen del caso.
Este caso analiza la situación de la compañía distribuidora de Cerveza Pearl, teniendo como actor principal a Wayne Johnson y Secundaria a Jan Williamson, recién administradora de la distribuidora.
¿A qué se debe que Wayne Johnson, un repartidor de cerveza, sea el actor principal? Concluimos que la importancia de Wayne en el caso es que no sólo es un repartidor de cerveza, sino que es un agente de ventas externo y sirve para describir la forma en que la compañía realizaba su proceso de distribución. Wayne operaba con su camioneta personal, la cual el caso describe en no muy buenas condiciones. Además de repartir la cerveza tiene como función acomodarlas en las tiendas y el mercadeo del producto. Él también trabajaba tanto como quería, pues ya que no tenía un sueldo base y obtenía una comisión de 25 centavos por caja, se daba el lujo de tomarse 2 descansos al día, en los que se tomaba 2 cervezas en cada uno, además de la cerveza que se tomaba a la hora de la comida. Wayne no encuentra motivación en obtener más clientes, pues cree que si lo hace la compañía dividirá su ruta, la que por cierto está siendo acechada por distribuidores de otras compañías, principalmente por la de la cerveza Coors. Vemos en Wayne una actitud un tanto conformista, pues para él era suficiente obtener los ingresos necesarios para el día.
Si consideramos que el proceso de distribución de la empresa depende de personas como Wayne que probablemente no tienen una fuerte motivación en mejorar las ventas, podemos deducir que este proceso aunado a la fuerte competencia que está entrando al mercado es el que está propiciando que la compañía esté bajando sus ventas.
Jan Williamson es la gerente de operaciones contratada apenas hace un año para restaurar la empresa y su posicionamiento en el mercado. Esta es una tarea difícil para ella pues la competencia tiene una lucha fuerte y tiene que cambiar la ideología de los empleados, motivarlos a mejorar sus ventas, y tal vez hasta cambiar de raíz este proceso de distribución. Hasta el momento sabemos que sólo ha pedido a los conductores (repartidores) que vistan sus playeras azules de Pearl, mantengan limpios los camiones y llamen a nuevos clientes, pero ¿Cómo puede ella capturar la imaginación de los empleados y ganar su contribución espiritual en el mercadeo de los productos de la compañía? ¿Cómo puede ella competir y retener aún su integridad? ¿Cómo podemos ser competitivos y aún mantener nuestra misión que tiene con sus empleados y la sociedad?
Problemas de motivación encontrados en Wayne.
Problema de Pertenencia a la Organización.
El primer problema que encontramos es que Wayne no es un trabajador de la compañía, sino que es un agente de ventas externo, y su pago es sólo una comisión del 25 centavos por caja, sin sueldo base (Plan de pago a destajo). Esta situación genera en él conformismo y falta de identidad con la organización, ya que no lo motiva a atraer más clientes pues él cree que si consigue más lo que pasará es que dividirán su ruta entre él y otro repartidor.
Problema de Prestaciones.
El segundo problema es que no existe un modelo de prestaciones flexibles el cual le permitiría a cada empleado reunir un paquete de prestaciones elaboradas que cubran las necesidades y situaciones individuales. En el caso de Wayne los escasos recursos económicos de su familia no le permitieron seguir pagando la casa que estaba comprando con su esposa y donde vivía con sus cuatro hijos, lo que lo obligó a trasladarse a un apartamento dúplex más barato y a sacrificar los ahorros de la educación de sus hijos.
Problema de Seguridad en el Trabajo.
Su trabajo tiene una gran dosis de riesgo, asociado al alto índice de lesiones de espalda, esto le podría ocasionar estar incapacitado por algún tiempo, lo que lo dejaría sin ingresos durante ese periodo. Tampoco cuenta con una forma segura de guardar el dinero que recibe por sus entregas, lo cual lo pone en riesgo de ser asaltado, y esto a su vez le impide desarrollar con confianza la entrega del producto a nuevos clientes porque corre el riesgo de que lo asalten.
Problema de Capacitación en el Trabajo.
Las labores que desempeña Waye son de gran importancia dentro de la cadena de valor de Pearl, ya que abarcan desde el embalaje, hasta la entrega y publicidad con nuevos clientes, por lo que requiere tener habilidades para un buen desempeño. En cuanto a la publicidad debe cambiar su actitud para aplicar los mecanismos de publicidad que actualmente la organización le encomienda, ya que piensa que de antemano que no funcionarán.
Problema de Falta de Recursos de la Organización.
El auto que utiliza para repartir la mercancía es personal y no se encuentra en muy buenas condiciones, este no es un ambiente agradable de trabajo, y no da una buena imagen al cliente. Los repartidores de la competencia usan corbata y dan artículos promocionales, él solo usa una playera blanca con el logo de Pearl y no cuenta con estos artículos.
Solución a los problemas.
Solución al Problema de Pertenencia a la Organización.
Proponemos contratar a los repartidores como empleados de la compañía ofreciéndoles un sueldo base y motivarlos con reforzamiento de razón variable, bonos y participación de utilidades. Con un pago de reforzamiento de razón variable se busca un desempeño más alto y que no se extinga rápidamente. Con bonos los trabajadores recibirán anualmente un incentivo que sea lo suficientemente atractivo para que ellos decidan poner su máximo esfuerzo en las actividades que les corresponde. Con el reparto de utilidades los agentes de ventas verán la importancia de ganar nuevos clientes.
Solución al Problema de Prestaciones.
Pearl se debe enfocar en la creación de programas de Prestaciones Flexibles, que incluya programas de vivienda, educación, y salud, con el fin de que Wayne recupere la suya y financiar la educación de los hijos, acordando tasas preferenciales con el sector financiero privado o público o afiliarlos a programas de vivienda y educación financiados por el estado.
Solución al Problema de Seguridad en el Trabajo.
Proponemos que la organización brinde esquemas de seguridad que existen en la industria, como lo es la caja de seguridad en el camión, además de que dentro de las prestaciones pueda considerarse un seguro por riesgos laboralesen el trabajo, además de capacitación de seguridad en el trabajo y afiliación a los trabajadores de programas de diagnóstico básico para la gestión del riesgo ocupacional.
Solución al Problema de Capacitación en el Trabajo.
Proponemos que exista capacitación a los empleados en el producto y en el proceso de publicidad y venta de la cerveza para mejorar su punto de contacto con los vendedores y afianzar procesos de motivación hacia el trabajo del camionero-vendedor ofreciendo talleres, guías y procedimientos para mejorar su ambiente laboral, adquieran conocimientos y desarrollen habilidades, complementada con servicio al cliente y mejores prácticas en el transporte, manipulación y almacenamiento del producto.
Solución al Problema de Falta de Recursos de la Organización.
La compañía debe proporcionar a los repartidores los camiones en buenas condiciones y con el diseño corporativo (renovación programada del parque auto motor), lo cual permitirá hacer propaganda del producto y genera un ambiente agradable de trabajo. También se deberá proporcionar a los repartidores uniformes que den una mejor imagen al cliente, así como algunos objetos promocionales como hieleras, gorras, y encendedores con el logotipo de la compañía
Plan de Acción Basado en la Industria Cervecera en México.

Objetivos. 1. Lograr una ventaja competitiva a través de la cadena de valor, en especial mejorando los canales de distribución y comercialización. 2. Instituir condiciones laborales competitivas con las existentes en el mercado de distribución y comercialización.
Estrategias.
1. Establecer los siguientes programas: de recompensas en base al desempeño, de prestaciones flexibles, de seguridad en el trabajo, de capacitación permanente, y de modernización de recursos e infraestructura. 2. Modernizar la cadena de suministro para la distribución y comercialización del producto.
Acciones.
1. Crear un plan de distribución de cerveza en el cual intervengan los empleados involucrados (administración participativa). 2. Adoptar políticas de recompensa a empleados (basadas en el cumplimiento de metas, reparto de utilidades) y de equidad en el sistema. 3. Otorgar a los trabajadores las prestaciones y seguridad social de ley. 4. Capacitar a los empleados en mejores prácticas sobre distribución, publicidad, venta del producto y servicio al cliente. 5. Adecuar los camiones con tecnología inalámbrica para disponer de servicios de demanda en línea, de facturación y solicitud de los pedidos y entregas para llevar el modelo de distribución lo más cercano al tiempo justo. 6. Implementar un esquema de entrega bajo pedido y un sistema de logística para distribución y entrega.
Conclusiones.
Jan Williamson tendrá que proponer a la empresa un cambio radical en el proceso de distribución, y en la estructura organizacional de la misma, la manera como se gestiona al talento humano, en el uso de herramientas orientadas a la motivación y que canalicen los resultados obtenidos hacia un objetivo común orientado al aumento de las ventas de la Compañía.

Bibliografía.

* Acosta, J. (1974). La industria cervecera en México con referencia especial a la demanda. México. Obtenido el 15 de Mayo de 2010 de http://pdf.rincondelvago.com/industria-cervecera-en-mexico.html * Judge, T. y Robbins, S. (2009). Comportamiento Organizacional (13ª Ed.). México: Pearson Educación. * Turban, E. y Volonino, L. (2010). Information Technology for Management: Improving Performance in the Digital Economy (7a Ed.) USA: John Wiley & Sons, Inc. * Wikypedia, The Free Enciclopedy: Pearl Brewing Company. Obtenido el 15 de Mayo de 2010 de: http://en.wikipedia.org/wiki/Pearl_Brewing_Company…...

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Premium Essay

The Pearl

...Have you ever wished for something valuable, to get you out of a difficult situation? Yet, when you have it, you wish you never wished for it in the first place? Well, The Pearl written by John Steinbeck is a parable, a story that teaches a moral lesson. The focus of this novel is on a poor Indian family. The family consists of three members: Kino, a husband, father, and fisherman, Juana, his wife and loving mother; and Coyotito their infant son. This indigent family lives in a small brush hut along the Gulf of Mexico by the town of La Paz. One day a scorpion bites Coyotito; a scorpion sting can be deadly to a baby. Kino and Juana are very worried over the health of their baby; therefore, they hope to find a pearl worthy enough for the doctor’s payment to the doctor to treat Coyotito. With luck on their side, Kino finds a pearl the size of a seagull’s egg; he calls it “The Pearl of the World.” This novel like others is centered on a major theme; the theme of a literary work is defined as the main idea, concern or purpose about life that the author wants to convey to his or her reader. John Steinbeck in his novel The Pearl reveals the vital theme of Kino and his family’s struggle with greed and ambitious, meanwhile they had already had everything they needed it. Yet illustrates the readers a valuable lesson the character learn thought out the struggles Kino and Juana go through. Thanks to their desire on materials, they never needed in the first place. This major theme of...

Words: 951 - Pages: 4

Premium Essay

The Pearl

...• ESSAY: Analyse the setting of “The Pearl”: Is it of major or minor importance? What effects has it on the characters? The analysis of the setting of any story poses a question: Is this setting significant to the story? In the case of “The Pearl”, it is decisive as well as constructing due to the fact that it provides us with the perfect background to understand the vital messages the story conveys. Firstly, concerning place, on the one hand, the Mexican Indian village (La Paz) where the story is set, adequately represents human desires, plans, and motives to form civilization. On the other hand, the time, possibly late nineteenth or early twentieth century, illustrates the scene of that time: colonial society’s oppression of native cultures. Secondly, it is not random the fact that the writer chooses a specific landscape: the natural world, which makes the setting more suitable for the story as for its role to parallel the human world. This reflects both the natural world’s innocence (Kino’s innocence at the beginning of the novella) and the natural world’s darker qualities (the struggle Kino experiences at the end). Apart from that, the descriptions of the sea exemplify the fact that life is a battle for survival from which only the strongest remain alive. Thirdly, the setting undoubtedly exerts considerably influence on the characters selected, especially the main ones. In the first place, Kino’s belonging to a native tribe, which after the......

Words: 448 - Pages: 2