Fernanda Ramrez, Chile

Introduction

Chilean multinational business consortium that operates in

several South American countries: Argentina, Brasil, Chile,
Per y Colombia
Retail sector.
Its controlled by the entrepreneur Horst Paulmann.
Supermarkets, Shopping Centers, Home Improvement,
Department Stores, Financial services, Others.
History of its growth
 History

1976: Opening of the first supermarket in Chile

2000: Consolidation in Chile
2004: Opening on a stock exchange
2007: Acceleration of international expansion
2013: During the last 6 years Cencosud has made
acquisitions for a total of more than US $ 4,442 million.
 Cencosud in Latinoamerica

1960, Chile
1982,
Argentina
1983, Peru
2007,
Colombia
2007, Brasil
 Geographically
Chile: Santiago, Concepcin and Via del Mar.
25 Shopping Centers.
Per: Lima. 4 Shopping Centers
Colombia: Medeln, Bogot, Barranquilla,
Villavicencio.
2 Shopping Centers
Brasil: Salvador, Arcaju. Galeras
Argentina: Buenos Aires, Crdova.
22 Shopping Centers
Cencosuds income distribution

Forma Countr
t y
 Life cycle of the product:
Supermarket

1960: "Las
2003: Santa Isabel 2006: 5 new
Brisas" self- in Chile
service in Jumbos
distribuited in 75 Supermarkets
Temuco, which Supermarkets
later became in Chile, keeps
from the north to
a chain of the south part. growing in the
supermarkets This adquisition other
that covered made possible the countries.
several increase of the Chile still is
Chilean market the most
localities. through 20%.
1976: important
Keeps growing in source of
Creation of Argentina, Mexico,
Jumbo in incomes. The
and Brasil.
Chile and then second one is
1982 en Argentina.
Exam Question 1
 Creation of wealth and value for
stakeholders
Long-term sustainability of business and environmental.
Strive to create value 140,000 employees and the different groups
that are part of their chain.
They have decided to join Sedex because they believe it is the
platform that can best help them to obtain and analyze information
about responsible business practices in their supply chain.
They have been joined by a large number of large retailers, as well
as many suppliers in the fruit and food markets, the packaging
industry, marketing agencies and service providers.
Social and environmental responsibility as a compromise.
 International strategy

Multidomestic, it leads to the customization of the products as

well as the way of making them known and distributed, which
in turn leads to decentralized decision making. They also are
about the adaptation to each market, so the most
momentous decisions are made in the parent company.
Organization structure
Product and
functional
division, is not
only divided
on human
resources or
marketing, but
its also
divided on
products as
their Shopping
centers and
home centers
for example.
 Evaluation
So far, the growth strategy developed by the company includes
the sale of goods through their premises and a good customer
loyalty programs, this model has involved achieving a high level of
operation and with it access or have access to economies of scale.
Its also a good mark, the high proportion of supermarkets in the
company's total (about 75%), which gives stability to their
income. They also have an adequate access to funding sources of
growth demands of their sector.
The development of this strategy has led the company to position
itself at the local level as the second participant of the industry in
all the areas in which it is present. At the international level,
Cencosud ranks second among retail sales companies in South
America.
 Sources

http://www.cencosud.com/
https://es.wikipedia.org/wiki/Cencosud
http://www.bcr-bestrong.com/2012/10/cencosud-realiza-en-co
lombia-la-mayor.html
http://www.humphreys.cl/resources/uploads/2015-06/informe
-cencosud-mayo-2015.pdf
https://www.theofficialboard.es/organigrama/cencosud