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2008, vol. 3, br. 2, str. 137-144
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Analitičko rešenje kategorijskog menadžmenta - uticaj kategorijskog vođstva na profite po ketegorijama
An analytical solution to the category management: The effect of category captain on category profits
Ključne reči: kategorijski menadžment; vođa kategorije; cene
Sažetak
Na savremenom visoko konkurentnom tržištu, maloprodajne mreže procenjuju sve mogućnosti i šanse da ponude pravi proizvod sa pravom cenom i sa pravom promocionom podrškom. Ipak, ovo postaje sve teže jer i kupci sve više postaju zahtevni. Da bi se ovaj posao olakšao koristi se 'Kategorisjki menadžment' kao jedan od boljih načina. kategorijski menadžment je proces koji uključuje upravljanje proizvodima po kategorijama kao poslovnim jedinicama i njihovim prilagođavanjem od maloprodajnog objekta do objekta, prema zahtevima kupca. U ovom radu, kategorijski menadžment je definisan nezavisno od distributera, pri čemu je proučavana uloga vođe kategorije. nakon toga, ustanovljen je analitički metod koji će maksimizirati profit po kategorijama. Pokazano je kako se profit menja kada nekoliko različitih brendova postaju vođe kategorija i kako izabrati pravokategorijsko vođstvo.
Abstract
In today's highly competitive markets retailers evaluate all opportunities and possibilities to present the right product at the right price with the right promotional support in the right place. But this is getting more and more difficult by day by because of consumers' sophisticated. To make it easier 'Category Management' can be recommended to the retailers as one of the best way. Category Management is a process that involves managing product categories as business units and customizing them on a store by store basis to satisfy consumer needs. In this paper, category management is defined in regards to retailers, and category captain and then the role of the category captain within the category is studied. After that, an analytical method which will maximize the category profit is established. It is shown how category profit changes after several brands become category captain and how to select the category captain, and then the results and proposals are listed.
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