Spaipa S/A

Manufacturing, Brazil
Focus: strategic management mapping with performance management

Spaipa is one of the largest producers and distributors of Coca-Cola in Brazil, producing approximately 845 million liters per year. To protect its business in the fiercely competitive market, Spaipa relies on BI to improve its performance and win customers.

Claudio Fontes, CIO for Spaipa S/A – Coca-Cola, describes the breadth of Spaipa’s BI implementation strategy: “Everything we do – from our road map in commercial management, to the company’s strategic management of customers and business processes – will be supported by business analytics.”

The company’s first BI initiative examined daily sales trends by product and region to determine how those trends met Spaipa’s overall goals. Using price optimization to determine optimal price changes for any given time, it could then recommend new pricing to fulfill unmet profit margins or sales gaps.

Looking ahead, Spaipa has its sights set on implementing a strategic management map. “Not only will the strategic map allow us to manage the company based on important indicators, but it also will enable us to identify a clear direction for increasing our market share and EBITDA (earnings before interest, taxes, depreciation and amortization) growth through better targeted marketing campaigns,” says Fontes.

He anticipates BI will also help improve customer relationships. “Our BI initiatives will help us create stronger one-to-one relationships with customers. We’ll learn to identify the right products to offer, as well as the best strategies for attracting more customers,” he says.

Further down the road, Fontes sees all of Spaipa’s processes being guided by BI, which will directly improve the efficiency with which the organization makes strategic decisions.