FACULTY OF BUSINESS SCIENCES

ACADEMIC PROFESSIONAL SCHOOL OF

ADMINISTRATION

TOTTUS SUPERMARKET

AUTHORS

Joyful Saboya Kassandra

JULON CHILD FIORELLA

ROMERO LLALLICO FRANKLIN

SULLCA LLACUA, ELIZABETH

TEACHER

PETRONILA LILIANA MAIRENA FOX

LIMA - PERU

2016 - II
1. COMPANY DESCRIPTION

1.1. History of Tottus

Tottus is the supermarket chain of the capital group

Chilean peopleFalabella, with presence inChilewith 50 locations andPeru

with 34 locations.

It was founded in Peru in2002This idea started as a way to

to burst into the supermarket market in Chile, when in
the2004, Falabellabought the San Francisco supermarket chain for 62.5
millions of dollars, the growth projection was to capture 10 percent
from the market, in the medium term, from a base around 3%. The first
Tottus hypermarket in Chile was inaugurated inHigh Bridge, Chilein December
from the year 2005, following the supermarket model that the Solari and Del family
River has been maintained in Peru since 2002, after opening the first hypermarket.
Tottus in Mega Plaza, inIndependence, Peruin that same year.

The first Tottus supermarket in regions outside of Santiago was built in

theMall Plaza ofAntofagastaand in the same city inaugurated a second one
branch (this time in the center) during the second semester of2007.
Recently inaugurated inVina del Mar yChillánThe last Tottus to be
was inaugurated inCoquimbo, and then another store will be inaugurated inThe
Serena, in early 2017.

1.2. Mission

Save money for families so they can live better.

1.3. Vision

We are leaders in every market where we compete by offering the place

preferred for buying and working.
1.4. Values

Integrity Act with respect, honesty, and commitment. Be integral.

Be consistent between what I say and what I do. Do the right thing Say the
truth Respect the ideas of others Fulfill what I promise.

Innovation Seeking new ways to surprise our customers.

Being innovative is: Going beyond my client's expectations. Being creative in
the search for solutions Asking me how I could do things differently.
Share my ideas with my team. Take the initiative.

Excellence Passion for being the best in what we do. To be excellent

Having a passion for winning products. Being a champion in service.
Work like a great team. Make things better. Have attitude.
positive.

2.- SWOT ANALYSIS

STRENGTHS OPPORTUNITIES
It is a recognized company with It is located in an area
a hard-earned prestige commercial
The products show a Enter new segments
good quality control in addition to B and C
They have several branches Expansion of the portfolio of
Commercial alliance with CMR
products and services
Training delete personal Rapid growth in the
constantly, since market
they always have to face
new challenges.
WEAKNESSES THREATS
Certain branches are Competition from others
they find very supermarkets
Mass marketing of others
unprotected
Not having a supervisor companies
Changes in needs and
in each area
Operational problems the tastes
interns
3.- SITUATIONAL ANALYSIS

3.1. Environment Analysis: Opportunities and Threats

THREATS

They are the negative factors for the organization, which in turn prevent the
The company managed to achieve its objectives. They are factors of the external environment in the

what the company cannot generate or make any change, but it does happen
it can affect the functioning of the system and hinder compliance with
the mission.

Direct competition: Vivanda, Wong, Metro, Vea, Makro.

Innovation of competitors in customer service and attention approach
additional.
Constant change in customer needs and preferences.
Intensification of competition due to foreign investment with large
capitals in the coming years.
Mass marketing of the other companies.
CENCOSUD great competition trying to monopolize the market.

OPPORTUNITIES

In this factor, the positive conditions that the environment presents are shown.
so that the organization can develop by helping to achieve the
objectives, for these conditions that arise the company does not have
control over them.

It is located in a commercial area.

Expansion of the portfolio and products
A great acceptance in segments B and C.
Rapid market growth.
Attractive economic situation of the country to take advantage of it and generate a
rapid growth.
Great development of the retail industry.

3.1.1. Market segmentation

Tottus is directed towards people who need money to be able to
meet their needs, likewise seeking for the client to identify themselves
with the brand even though Tottus is not from this country seeks to identify and
include Peruvian participants in your advertisements.

The characteristics of the target audience they are directed at is anyone

that they can consume their products without identifying with any of them
them, also from all ranges whether high, medium or low and from
different places since Tottus is located in various parts of the country; for
who are people looking to meet a need and feel comfortable
when visiting the Tottus stores where you find everything you're looking for
and makes him feel good.

3.1.2. Competitive structure

Rivalry among existing competitors in the sector.

The main existing competitor is Peruvian supermarkets.
it represents its biggest competitor in the country that is of Chilean capital
trying for greater participation in the Peruvian market. Additionally, also
the Wong corporation is recognized as a major industry. Therefore
according to this we have:
Wong: One of its major competitors in the tottus industry that
it quickly spread throughout Peru and has an experience of
27 years since its opening.
Plaza Vea: It is a chain belonging to Peruvian Supermarkets.
and it is the preferred one in sectors A/B and third in sectors C D/E.
Metro: It is a brand of self-service stores that has more
assistance in Lima.

Threat of new entrants from potential competitors.

new competitors for this year are with the opening of new
shopping centers located in Lima and in provinces that will affect a
decrease in customers for the Tottus supermarket.

Negotiating power of suppliers. Some of its suppliers

they are like: P&G, San Jorge, San Fernando, Backus, Alicorp (distributor
 of food), fruits and vegetables (wholesale fruit market and
vegetables), D’nofrio, among other companies.

Negotiating power of the buyers. Their clients mainly

They live in areas near the supermarket, which is also not
discard clients from distant areas who come for the offers or
discounts offered to them; having a socioeconomic level
varied, in general aimed at people who prefer quality,
comfort and security when shopping.
Threat of substitute products or services. The only substitutes
what tottus has are supermarkets and shopping centers like
real Plaza, as well as the wholesale warehouses that offer their
low-priced products and finally the markets that have a large
demand.

3.1.3. PEST Trends

3.2. Internal analysis: Strengths and weaknesses

Next, we will develop an analysis of the different factors and elements.

within the internal environment of the company, thus getting to know its resources and
capabilities that the company has and identify its strengths and
weaknesses in such a way that we will establish the objectives that must be achieved.
company based on them leveraging their strengths and reducing their
weaknesses or overcoming them.
At this point, we will look at the study of the SWOT analysis of the company where

we will see the internal and external points that it has for the evaluation
posterior of the same through the value chain.

STRENGTHS

They are positive characteristics that the company has and has control over.
they are likewise pillars on which the organization relies to
achieve their goals, these are:

Company known in the field.

Ongoing training of staff so that they adapt to the
consumer needs.
Trade alliance with CMR.
Use of private labels.
Good image of the company in the sector.
Safe environment for customers.
Schedules established appropriately to the needs of the clients.
Products with good quality control

WEAKNESSES

They are negative characteristics of the organization in which an attempt is made to exercise
control but at this point shortages are generated in which they are necessary for
identification to overcome them.

Lack of positioning in the market of the same sector

Its organizational culture and its concept of supermarket have not ...
allowed to gain a wide acceptance.
Issues of effectiveness in cash registers.
Internal operational problems.
Poorly trained security personnel.
Staff sometimes does not provide good service to customers.

3.2.1. Value chain

The company is synonymous with low prices and high quality products for the
consumer, to achieve this company's motto, Tottus hypermarkets like
logistics service company generates profits through efficiency in the
 service and mass selling process of products, therefore, its level of
flexibility is very low with respect to the service process provided, as
a rigorous operations manual must be followed to maintain order and
organization of supplies, either from the supply chain as
in their distribution.

3.2.1.1. Primary activities of value-added creation

Internal logistics

Proper handling of merchandise inside the stores.- the products

They are managed with excellent logistical order in which provisions are supplied to the

stores simultaneously providing a stock of varied products and

first quality.

Direct reception of products from the supplier.- the products are

received in the same store or in its warehouses carrying out in this
delivery of the product quality control and the conditions in which it
presents in order to ensure the appropriate quality offered to the client.

Ordered transfers from the warehouse to the stores.

transfers of the products to the stores are carried out in an orderly manner
and with well-planned logistics providing the products just in time.

External logistics

Self-service system - the customer can choose and personally pick up the
goods you wish to acquire, this grants free acquisition and decision of the
customer in choosing from the variety of products offered, choosing by brand,
price, etc.

Processing and packaging of the order.- the procedure is through the

implementation of biodegradable bags that are eco-friendly
environment, raising the consumer's awareness of the responsibility that must be
acquire.

Distribution
Home delivery: pending distribution - dispatch - transport. This service
it is a custom implementation for those clients who do not wish
make your purchases in person or stand in lines when making payments, this
simplify these actions by delivering the product to the customer's home.

The offered products are for consumption, such as food, beverages; use
personal, personal hygiene, cleaning, so much so that the offered products are
classify into perishable and non-perishable.

Promotion

Exclusive online offers channel. - An additional discount is offered and

great offers for those customers who make their purchases through this
in the same way, constant information about the offers is provided
of the products.

Extraordinary offers - products are offered with great promotions and

discounts when making purchases with the CMR card as there is a partnership
commercial with the same, this strategy is attractive to customers and
card users since in addition to having great discounts on the
a wide variety of products offered, points can be accumulated to make
purchases in other stores established in the trade alliance.

Extended warranty up to 5 years on products.- this warranty extension

it is very favorable for customers in terms of buying appliances
since it offers the support of the store on the offered product guaranteeing
what is a high quality product.

Payment facilities and support from Banco Falabella - having the partnership
Commercial also has the backing of the bank from the same consortium.
the CMR card provides customers with payment facilities for the
acquisition of products in the store, whether for consumption or
appliances.
Service

Agile attention to customer complaints - telephone support or

in-person is equipped to provide quick attention to the issue
that presents itself either due to some kind of problems with the product or with the

same staff.

Returns of products are accepted up to 7 business days, either due to some

product defect or just because you are not satisfied with the purchase of
the client can make the respective change within a period of 7 days
thus granting the client the necessary importance to their needs of
consumption being attended to quickly.

Technical service offered through companies of the Falabella group.

provides an extra guarantee in service and that this service provided to
the client certifies that the service provided will be of quality and will be backed by
a recognized and large-scale group.

3.2.1.2. Support activities for creating added value

Supplier management and procurement activities

The supply is carried out through the orders made to the

suppliers but this requires an analysis of the order placed and of the
same products. This is done in the following way:

Report Presentation
Supplier Performance
Supplier management
Request for quotation
Catalog content management
Requisition
Purchase order
Reception
Invoice/ payment

Technology and innovation

Information technology.- the company uses different platforms
virtual, leveraging technology to inform and simplify care for
customer improving their shopping experience in the different stores, thus
Mismo offers a new way to shop for products from a
a safe way to visualize prices on digital displays.

Product innovation - innovative products are offered to customers

whether in appliances or consumer goods thus satisfying the needs
changing customer needs.

Human resource management

The company offers great opportunities for personal and professional growth.
for those clients who wish to join the organization they are also
offers:

Online career development

Training and coaching for managing operations
Customer-oriented staff
It is recognized by the collaborators as a good environment for
to work

Infrastructure

The company has several stores throughout the department of Lima.

and at the provincial level, with a number of 56 stores nationwide,
located in very commercial areas for the benefit of customers and the
organization, this facilitates access. The structure of the same stores
it offers an attractive visual panorama for customers. Its locations are:

La Molina
Saint Michael
Miraflores
Stone Bridge
The olive trees, etc.

3.- MARKETING MIX

Product: Tottus with a strong commitment to the
families, the commitment is to make the experience of shopping
the best, with low prices and the best services.
The company has a wide variety of products, products with
the own brand, low prices and quality products.

Prices: due to the availability of products from the wide range

of prices serves the function of the market and geographic segment. Its
Pricing strategy is based on competitor pricing.
Tottus positions itself as a supermarket with low prices, with its
"gives you more for less", always featuring offers that
they catch the consumer's attention and set themselves apart
competitors. It is characterized by having low prices, having
different promotions and offers as a strategy for them to call you
customer service.

Plaza: The customers of Tottus hypermarkets in Peru are

mainly the citizens living in the areas close to those
establishments.
Tottus customers range from the lower class to more than that.
find located in the areas close to such establishment.
Clients who are within the EAP. Purchases by card
from CMR since it has a commercial alliance

Promotion: Tottus has advertising announcements through

media. It adopts various advertising strategies and
promotional actions to create greater demand in the market through
the association with lifestyle and behavior and above all the
value-based advertising orientation.

Another advertisement that Tottus has is about its slogan as 'the true
"3x2 soloTottus has it" these types of advertising make them stay
in the consumer's mind in such a way that just by hearing the
phrase automatically related it. Use of catalogs and advertising in
television with television characters