Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2001-02-13
Length: 23 pages
Data source: Published sources
Abstract
Category management is a technique used by retailers where the product assortment is sub-divided into categories that 1) reflect the purchasing behaviour of the target consumers and 2) are managed as separate business units. In category management, retailers aim to improve the overall performance of a group of products, rather than focus on individual items. In other words, it is a change in perspective about the competitive dynamics of products in the assortment. Individual categories have a manager with the responsibility for making both the buying and merchandising decisions for the category and for planning and achieving the sales and profit goals. (A color version of this case is available at a higher price.)
About
Abstract
Category management is a technique used by retailers where the product assortment is sub-divided into categories that 1) reflect the purchasing behaviour of the target consumers and 2) are managed as separate business units. In category management, retailers aim to improve the overall performance of a group of products, rather than focus on individual items. In other words, it is a change in perspective about the competitive dynamics of products in the assortment. Individual categories have a manager with the responsibility for making both the buying and merchandising decisions for the category and for planning and achieving the sales and profit goals. (A color version of this case is available at a higher price.)