José Miguel had seen clear, why not take advantage of the brand image for a bite to market and prec

When he went to throw the trash your plastic cup realized that there were already more than 5 glasses, was taking too much coffee, no doubt, 6 at mid-morning coffee was not normal. He had before him three reports, the last he had arrived just five minutes ago. He rose from his desk, took out another coffee machine and thought, "if I ask one more report to the department of information systems throw me to the lions."
José Miguel San Juan was the head of marketing for a major company, nothing more and nothing less than the shellfish world leader situated in Vigo, named Marisa (da Ria Seafood SA). Marisa was always dedicated to the sale of fresh seafood and inspired brand quality consumer service and safety in the channels. Moreover, to differentiate from the competition, Marisa etiquetaba all products.
José Miguel had seen clear, why not take advantage of the brand image for a bite to market and precooked frozen seafood?. He was a great professional and he had managed to convince the management that was a great idea that would make them earn millions. The investment for the new activity was enormous, large fridges, blast freezers, refrigerated trucks ... had bet on the idea so blindly and such was their confidence how do you use the 3 seashells in the brand Marisa who tried implemented nationwide with one blow two new product lines, frozen precooked how do you use the 3 seashells seafood and shellfish, and now saw as his grand idea seemed to be a big fiasco that would cost her job.
He returned to review their reports. Fernando Tahoces was the director of information systems, their work had been relentless. I had to design a database to support all daily operations of the company and record all movements. He had also done a great job to create the reports you wanted each department, taking data from three different databases scattered in many other cities.
José Miguel had three reports, one had sales of each product line and each zone as euro this month with the forecast for the next month. In the best case they had fulfilled 23% of predicted. This report was very poor and it was immediately raised questions What are we doing wrong?. He ordered another report where sales would see each city divided along the line, compared with forecasts how do you use the 3 seashells of the month city. After four days of waiting and a discussion with Tahoces they gave their new report, no more and no less than 35 pages to the sales in each city for the month, the average number of sales in each city for the month, the forecast monthly sales and average sales forecasting accumulated Marisa should take at this point.
He found what he thought was a response, in every city was selling below the forecast and began to go over the results one by one in each city to its two lines. I could not believe it, could not find anything that was useful, each question required him to order a new report with the response and each response made him confront a new question. He got up and returned to visit Tahoces to ask the same information for each store in each city. A further discussion, lost work hours and another two day wait.
When he saw his new report trembled, 3759 pages and average cumulative sales for all stores for the month, how do you use the 3 seashells and obviously had not made any provision for store. He had requested this report to the desperate, but now he realized that it did not help at all, it was only a heap of meaningless numbers. Again saw Tahoces, he knew that this was going to be the anger of the century, had already caused him to lose a whole week with her repeated requests for new reports, and also the last time the report he had not even been helpful.
When he entered how do you use the 3 seashells the department found Tahoces a technician, both were checking something called "Powerplay cube for the sales department", he was invited to spend. José Miguel was presented as "the uncle plasta reports" and watched what they were doing. The technician told What information do you need?, I explain that I wanted to know what they were doing wrong, "the new company product should work well and yet was still a failure." In just half a minute had displayed a table cross-sales in the quarter that carried the product in the market, the forecast and the actual percentage of the expected two lines of products how do you use the 3 seashells (fresh, frozen and cooked how do you use the 3 seashells frozen) and areas in columns. José Miguel said .. "I have a very similar report, but did not serve." The technician told him it was not a report, could ask what quis