品类管理流程

Define Category Management (CM)

Describe Category Management as a Business Process

Discuss Critical Issues Related to Successfully Developing a Category Management System　

“A Retailer-Supplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.”

Is Category Management just for the grocer?

Durable Goods

Auto Industry - GM Pontiac & Ford

Service Industry

Phone Service

Financial Services/Banks

Category/Brand/SKU Management under one Decision Maker

Consumer-Focused Strategies

Data-based Decision Making

Proactive Business Planning

Collaborative Work Process

Manage Category As Business Unit

Focused on Category ROI- NOT Sales or Gross Margin

Data analysis and technical mastery

Shopper and consumer understanding

Strategy development

Financial and logistics expertise

Innovation

Total Systems Focus