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Optimizing Sales Force Levels for Gamesa

May 15th, 2012 No comments

Client: Frito Laygamesa-logo-6281d3ca58-seeklogocom
Team: Rodrigo Cantu, Sergio Hueck, Rafael Virzi
Faculty Advisor: Dr. Barr
Year: 2012
Documents: Presentation, Report, Video

Gamesa, a subsidiary of Frito-Lay, is a Mexican Cookie company that sells its product in many different countries, including the United States. Their products, which includes different types of cookies and crackers, are targeted to the Mexican population. The company’s United States sales force consists of 38 representatives in 16 different regions, organized by their different routes to market, location of warehouses, and population density. Today, they dominate the U.s. Hispanic cookie market occupying 50 percent of the market.

The problem we address for Gamesa is: should they should deploy more sales representatives and, if so, where would their optimal locations be? With the current economic recession and the entering of Gamesa’s main competitor, Bimbo, sales have been dropping in the different regions. This resulted in Gamesa asking themselves if they needed a bigger sales force. They also wanted to know what regions could be good to add representatives in the future depending on the migration of the population or the strategy of the competition. Read more…

Optimal Phasing of the Opening of Buildings in an Office Complex

March 7th, 2012 No comments

Client: Texas Plaza, Prof. Peisertxplaza
Faculty advisor: Dr. Barr
Year: 1982
Documents: Final report (PDF)
Appeared in different form as a journal cover article.  R. Peiser and Scot Andrus, Phasing of Income-Producing Real Estate, Interfaces 13:5 (1983) 1-9.

Integer programming techniques were used to determine the order in which to build office buildings and when to put the space on the market for a seven-building, 90-acre, mixed-use real estate project in Texas. The output of the optimization provided development managers with the schedule for opening each building, the amount of space to be leased each year in each building, and the annual cash flows to the owner.