Like any company in this new world and digital millennium, in our country competitive companies will be those that define and develop their efficiency based on the speed of responses to all their needs, both internal and external, those that they know and master its information platform, those that are capable of flexibilizing and integrating each situation (new regulations, resolutions, issuance of business information, issuance of statistical information, among others) to this active information system that is constantly changing at all times and with each decision, Bill Gates "visualizes the company's information systems as a nervous system, similar to that of the human body, where there is a reaction to an action",that is why the result of business systems will be accentuated by the use of digital technology and its applications in this area, it will be the company's work manual.
Conceptually, a distribution channel can be defined as "the set of interrelated intermediaries that cover the distance between supplier and customer, adding value to the transaction in terms of place, time and possession."
Part of this scenario, and with a great weight of actions in decision-making in the company, is formed by distribution logistics, fundamentally the marketing and importing companies that need inter-company digital information channels for their efficient management, framed in the indicator The fundamental result is the speed of response to the needs of the final consumer, where in many processes within the management chain it is determined by unnecessary but regulatory activities of some state resolution or regulation.
Today, the computer and information tools and applications for the development of the information platform represent significant potential for progress in mastering the behavior of the logistics chain, even beyond the company's borders; companies must take actions in the management of these processes with the application of digital technology in order to create a digital organization model (web platform) that simplifies the activities of these processes, based on the fluidity, flexibility of information and communication between all internal and external areas of the company.
In our environment to provide efficiency and quality of services, to create this model of digital organization, which demands results based on your needs, we must use the internet, now we must not confuse, it is having internet access as a way to access a system created by the company from the design of its information flow, customizable to your needs and flexible to changes in the environment, the internet does not standardize and homogenize the computers of its nodes, but integrates existing ones and promotes the appearance of specialized servers and its sharing with the areas involved; we have to expand our traditional vision of the chain of materials or products, to provide a service at reasonable costs, we must develop ties,networks or digital meshes that intersect the chains of collaboration of our companies, integrating and specialized, with shared resources in this Digital Organization Model.
In other words, each company belongs to one or more supply chains and its actions in this environment based on each regulation, resolution, operation design, procedure, or business, ministerial, or state instruction, and its performance properly in this context, it will define in each activity and moment of this chain its results, however we lose ourselves, we do not visualize, we do not understand this relationship, we do not take it into account, we do not exploit it, in short we do not recognize it as a strategy, and even less as a strategic value and social, how do we integrate ?, how to synchronize their operations between them, without generating high costs, without moving them to any part of this chain, let alone transferring it to the final consumer; How much do we need to manage these links? It depends on several factors, it depends on the design of the information,Regarding the use and application of digital technology as a way of competitiveness and efficiency, there are several dimensions to consider based on the complexity, comprehensiveness and length of the chain, which makes it more complex to define and design the relationships between our companies.
Developing relationships in each link of this chain, imposes the need to break with the old business structure of isolated results, think as an integral chain in each of the links and activities of it, and in each link the relationships may be different, And it is where the key lies: Define the types of Relationship and the Strategies that distinguish us in our service, that allow competitive advantages in each activity and relationship of this chain. To define this question, it is essential to have a clear and explicit knowledge of Who are the members of this chain ?, How is the structure of this chain ?, and What are the processes, material flows, information, decisions, monetary transactions ?
Because we have not created collaborative alliances, at least as a principle to base and consolidate information regarding global results in our country, we have not stopped to assess the advantages of this design, because we only relate to monetary relationships between our companies, because we do not identify those who make up our chain, because we do not clean up the flow of information in our chain and end the duality and storage of rhetorical information in each of our companies, because we do not create a model of digital organization jointly between our companies that make up this chain. For example, we see that, and it is my current experience, and also very easy to identify those who make up the chain of distribution of construction materials in our country:- The importing companies of the MICONS (MATCO and IMECO) which must establish alliances with their Suppliers, these in turn with the Producers, followed by the Comercializadora del MICONS (Escambray) that must establish alliances with the Transporter (ENOC, TRANSMATCO), and with the final consumer, LA OBRA. Why not develop a package, so to speak, based on alliance relationships between each member of this chain, this is demonstrable in this new world and digital millennium.Why not develop a package, so to speak, based on alliance relationships between each member of this chain, this is demonstrable in this new world and digital millennium.Why not develop a package, so to speak, based on alliance relationships between each member of this chain, this is demonstrable in this new world and digital millennium.
"While the vertical vision of a Distribution Channel corresponds to tactical or operational decisions, the horizontal vision of the Value Chain corresponds to strategic (collaborative) decisions."
We have to recognize the efforts of the BNC in its interest in the use of e-commerce and that the response to this effort in general is satisfactory and the entrepreneurs contacted to start having a presence on the Internet have responded positively to the impulse that we have tried to give commercial use of the Internet. Now with the aforementioned situation, virtual marketing in the long run always comes to trade physical materials, manipulate them, transport them, this is to plan and make the delivery of products marketed by any means including the Internet Web. “This means that someone must be in charge of providing the logistical support necessary to automate the shipment, facilitate the shipping process and make the delivery.It is essential that the final consumer can know at any time where the product is shipped ", the above will be part of the comprehensiveness and design of the digital organization model in these companies, which makes it necessary to take actions to design this model that integrates the solution to face in this new stage of business development. We are witnesses that currently the experience, growth and development of electronic commerce and the presence of companies on the Internet Web is a reality.growth and development of electronic commerce and the presence of companies on the Internet Web is a reality.growth and development of electronic commerce and the presence of companies on the Internet Web is a reality.
In one of Bill Gates' texts, "Business in the Digital Age", 1999, he outlines the fundamental characteristics that companies of the future must have, and frames the situation to enter this era through 12 key actions that must be implemented companies, who want to remain competitive and efficient in any of their fields; The purpose of this part of the document based on these actions is to personalize and internalize the actions to be taken in our companies, with the characteristics of our market, based on the current situation and internalize their importance in each one, based on the design of a comparative analysis with this compendium of actions,listed and developed in their future context with the aim of developing objectives and strategies that position us as companies in this era of digital technology.
Action No. 1. Achieve communication through email, instant messaging, the corporate website, FTP, among others.
This will offer one of the greatest advantages in information for obtaining it in a faster, more reliable, efficient and complete way; the inclusion of our companies to obtain these centralized services and offered by ETECSA from the approval of regulations and resolutions for the purposes of security and certification in the networks of our companies, the implementation of these requests define the use of services digital information, the concern in this regard is the training and education of users in the use of these digital media, train our workers to communicate and apply these advantages as a means of work, so that the information is always clear;the reading action forces the different members of the organization to attend to the matter in a personal and pertinent way.
Action No. 2. Know the results of your company both quantitatively and qualitatively, not knowing the current situation of the company from its statistical results, will cause wrong decisions to be made.
In this sense, companies need to know their numbers immediately, which will require digital means, from the use of the Internet Web and the application of the Corporate Web (Digital Organization Model), which will ensure that the company's activities have always logical consistency with the real situation of your sales, cash flow, accounts receivable, and paying, among others, in order to make sound decisions regarding an action to be undertaken, the use of statistics, especially projection techniques statistical behavior, will be sources to apply in decision-making based on knowledge; Bill Gates states, "I have a simple but firm conviction: how the information is captured, managed, and used will determine the gains and losses,"therefore, companies that use digital media for the operation of their efforts will make decisions with greater security and speed, and therefore will find positive ways of direct contact with their clients, this will allow them to execute their actions, operations, activities, processes, with the brevity of thought, a key condition for success for this new stage and millennium in our companies.
Action No. 3. Provide information at all levels.
A common misconception among companies is that information only tends to flow at high levels, so that middle management and operational staff are unaware of the data they need to be able to do their jobs more efficiently.
Workers who need to be precise in their content and work activities, and often make immediate decisions, need to have immediate access to information (commercials, information managers, for example), incorporate an information network through a digital system, where all workers can know the behavior of their actions over time immediately and quickly, even at the time it is being developed, it will be the administration tool that our company needs, based on having conceived training and training to the worker's job, which will generate a source of security and reliability in the company's decision-making.
Action No. 4. Build a culture of cooperation.
It is recommended to create a culture of contribution of ideas and collaboration in decision making.
Use and implement digital tools to keep workers informed, ask them for their opinions, criticisms, deviations from the activities they carry out, ideas, suggestions; It is essential that our workers know and feel familiar with the company and its fundamental activity, that employers know about them and that it is possible to start discussion topics that raise the organization's capacity, desire, initiative and cultural level. How will we develop this action? How will we involve our workers in the problems of our company? How do we encourage our workers in the active participation and operation of our company? By making them participants in the results of the company, its problematic,of the deviations in the functional behavior of the company, activating a salary incentive system according to their participation within the functions and objectives of the company, how do we manage to show these definitions ?, since it is simple from a digital information system that Culturize the organization on the basis of systematic employment in the work functions of each worker, which will show the behavior of their results at all times.which will show the behavior of your results at all times.which will show the behavior of your results at all times.
Action No. 5. Develop a paperless office.
Bill Gates states, "It recommends that you stop being an organization that works with large amounts of paper when electronic formats already exist."
Our companies should develop a digital nervous system that provides them with the necessary information to maintain the market they serve in terms of their service, the prevailing regulations and resolutions put into practice an office with a lot of paper, quite contrary to today's trend to implement the paperless office, that is, the gradual elimination of the paper support, the decrease in the use of this support reduces cost, but most importantly, it reduces the waiting time in business analyzes, and in the margins of errors, In addition, which implies less use of workers, remember that competitiveness and efficiency will be measured according to the speed of response.
Action No. 6. Develop a smart company.
Some of our companies have very specific activities and functions for each of the workers, this defines monotony in man, work routine, not to mention that if the worker is missing, it is not known who would do their job functions, this denotes the measure to transfer according to the area of work to our workers for various positions, in this way there will be qualified and motivated workers in their functions, this coupling it with digital technology in the simplification of activities and processes in the company, will give it fluidity to internal and external information and communication between all activities and processes in the chain. In other words, the application and implementation of a digital system (Web) will enable the possibility of knowledge for our workers,Based on the information to be shared within the system, it will be developed and raised by the corporate IQ of our organizations. By creating methods and procedures on the network that are attractive to workers, it will contribute to the gradual, constant and accelerated development of programs. and projects with the shared use of knowledge, as long as our managers know how to guide the improvement and development of the flow of information in our companies. The more skills we know how to impregnate our workers in the functions, methods, procedures, use of digital technology, knowledge of the organization, among others, and we believe first that a whole knowledge plan shared with all of them on the above aspects,We will be contributing with our business and social function to create and form a smarter company, why not take the first steps to create it? If we do not use our abilities to think that we can, to internalize that knowledge is the wheel that moves our actions to think critically and creatively, to inform and communicate ideas and concepts, we can be developing and building our companies' vision on the sea..We can be developing and building the vision of our companies on the sea.We can be developing and building the vision of our companies on the sea.
Action No. 7. Develop a digital feedback.
One of the basic principles of the development of a company is closely related to the feedback of the processes.
It is important that the workers understand very clearly the visions and missions of our companies, that they also know what the outsider (customers, suppliers, society, etc.) thinks of our services or products, this will be defined by continually making them known These evaluations, what better tool than the use of a digital information system, which will establish a clear feedback, that will help you in making knowledge, deciding and revaluing your goals. Feedback allows the control of a system and that it takes corrective measures based on the information provided and of course feedback.
Action No. 8. Listen to your customers.
The consumers and customers of the company are the ones who make your company succeed.
Know the opinion and suggestion of satisfied customers, non-conformists and even those who do not know you, our suppliers, among others, there is no better way than to record what is heard, analyze what they say, and do, locate themselves in their position and provide a solution to their needs, this will increase and deepen the measures that we must undertake to apply the necessary corrective action (s) to eliminate the causes of nonconformity. Digital technology gives you this information in a timely manner; In the same way, the client will obtain an immediate response to their doubts and queries about the company and the product, the application of online surveys,statistical techniques and group behavior from the implementation of digital technology will generate consolidated strategies to face the market and its needs.
Action No. 9. Organize your company.
The Internet offers you the possibility of optimizing your processes, knowing the skills of your collaborators and detecting the levels of competence that your workers require to redefine each and every one of the activities and positions.
Who organizes, controls and designs the process (es) in our company (s)? To optimize the processes, first of all we must know in depth the operation of the company, with information from each process we will know how to develop the work optimally, being digital (information) technologies a fundamental tool in this regard. Every process, activity and instruction in an organization has a standard deviation that must be predicted from the design of the processes in the company, which work with the level of service desired to provide according to market conditions, which must be considered (c) for its implementation, when using digital (information) technologies we can define the intervals and control points of each necessary process, to ensure its level of quality and result,and also be able to determine the actions to be developed based on their deviations. Using digital (information) technologies facilitates the permanent obtaining of the information flows that show the different variations in the data, with changes in some variables characteristic of the process.
Action No. 10. Create a just in time culture.
If speed of response will be the guideline for competitiveness in the new millennium, employees will need to be aware of this. Prepare them for a change whose results will have to happen in record time.
Currently there are many concepts, and business theories of organization and modeling, which are seen as alternatives to companies that want to reduce costs and response times fundamentally. All these applications or tools are of global utility and practice for any company, and their bases are feasible to adapt to all types of organization, their basic principle is cultural transformation, based on a high quality, efficiency and continuous improvement approach.
Action No. 11. Eliminate the intermediaries.
Direct contact with customers gives companies the opportunity to meet the consumer, in addition to being able to obtain accurate and immediate information. Intermediaries will not be necessary if you start marketing your products over the Internet. The advantages of this type of marketing will be the speed of response and the direct service that it will be able to offer to its consumers.
Action No.12. Support your consumers in their problems.
The service, in addition to the responsiveness you have to your consumers, will be the elements that will generate loyal customers that will underpin the success of your company. One of the best ways to support your consumers and clients is through the Internet, a medium that allows the interested party to solve their problems.
The claim that information is a source of business development, and of its importance with the application of digital technologies, is evident and palpable, therefore we should not remain on the sidelines of advances in computing. The successes and failures of our companies indicate that continuous efforts should be combined, which should focus on systematically implementing flexible and inclusive strategies and objectives. We must understand that customers are quality assessors because they have the power to select which products or services to purchase, and that the actors in this scenario are our workers. The quality of a product or service is the result of a process that integrates all the members of the organization of design, development, production,marketing and technical assistance from its sale to the end of its useful life, including its final disposal.
