THE SUPPLY CHAIN IMPROVEMENT AS INTEGRATED TOOL IN THE PROCESS OF PRODUCTS IN SUPERMARKETS REPLACEMENT: THE CASE OF SUPERMARKETS CAITÁ

Abstract

Retailers in Brazil, following a world trend, took a characteristic of concentration in large networks. This phenomenon is seen especially in the grocery sector dominated brands such as Sugar Loaf Networks, Carrefour, Sonae, Sendas. However despite its gigantism these companies suffer from the effects of competition, technological developments, and especially the difficulty in maintaining an efficient process of replacing products on the shelves. This article studies the Supermarkets Caitá replacement cycle, its flaws, forms of instruction, and the importance of an integrated supply chain as a facilitator in this process and competitive advantage factor. We used the interview methodology, literature and internet searches. This research will enable a better understanding of the replacement products in the retail process, the need for integration of its supply chain in order to eliminate the problems encountered, and the importance of this integration for the optimization of customer service.