品類管理流程ppt38英文-流程管理-免費閱讀
【正文】 Business Process Scorecard Collaborative Relationships Organization Capabilities Core Enablers Enablers CATEGORY MANAGEMENT: HOW IS IT DIFFERENT? ? Category/Brand/SKU Management under one Decision Maker ? ConsumerFocused Strategies ? Databased Decision Making ? Proactive Business Planning ? Collaborative Work Process ? Manage Category As Business Unit ? Focused on Category ROI NOT Sales or Gross Margin Definition SKILLS NEEDED TO BUILD BUSINESS THROUGH CATEGORY MANAGEMENT ? Data analysis and technical mastery ? Shopper and consumer understanding ? Strategy development ? Financial and logistics expertise ? Innovation ? Total Systems Focus Definition Definition Why is it beneficial for Retailers and Manufacturers to Invest in Category Management? Helps Retailers ? Define customer needs ? Determine strategic issues ? Enhance category and store profits Definition Why is it beneficial for Retailers and Manufacturers to Invest in Category Management? Helps Retailers ? Define customer needs ? Determine strategic issues ? Enhance category and store profits Helps Manufacturers ? Position themselves as category captains for retailers ? Bee an indispensable resource for the retailer ? Enhance brand profits Road Map Category Management as a Business Process Category Management Issues Define Category Management Process Category Management as a Business Process. Category Definition Category Role Category Assessment Category Scorecard Category Strategies Category Tactics Plan Implementation Category Review Source: The Partnering Group What is a Category? A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s). Process Category Definition critical in determining the products that make up the category and in establishing the segmentation strategy. What is a Category? A distinct, manageable group of products/services that CONSUMERS perceive to be interrelated and/or substitutable in satisfying their need(s). Process Category Definition critical in determining the products that make up the category and in establishing the segmentation strategy. How does defining a category help? ? Produces better retailer/manufacturer alignment with the consumer ? Creates b
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