Risk management on supply chain planning for new markets.

The dynamics of the market in San Juan de Lurigancho and the number of potential consumers, will have consequences in the way of making commercial decisions in companies that wish to incorporate promotions and discounts.
Promotions and short-term discount offers must coexist with the cross-selling impact of a category, especially if they are products with similar niche markets. What should be the logic that allows the personal manager to make profitable and efficient decisions?
In the proposal of this research is the answer to these questions that the entire company asks, whether it is small when it must seek to grow and avoid losing sales without managing large inventories, as well as medium-sized companies with investments in infrastructure that have their own capacity restrictions and coordination with suppliers and large companies that, due to their size, must relaunch a product or increase their commercial portfolio with new products that must enter the customer's consumption life cycle, generating a large impact during this stage in the supply chain.

Se desarrolló un aplicativo basado en la teoría de optimización no lineal, que establezca los riesgos de tomar decisiones al diseñar una estrategia comercial en empresas que gestionen categorías dinámicas (atendiendo al mercado de San Juan de Lurigancho); Se realizó el dimensionamiento del tamaño de mercado interesado en una solución que soporte decisiones comerciales en San Juan de Lurigancho; y se desarrolló un marco metodológico para gestionar categorías dinámicas en mercados emergentes.