Optimizing Category Management
Premise:
Consumers choose shopping locations and follow shopping patterns on the
basis of how they perceive retailers to supply priority needs that vary
by product category. Retailers can influence these decisions and patterns
by managing products as categories according to category management models.
Helping retailers choose strategy and manage tactics within categories helps
grow mutual business.
Purpose:
To facilitate understanding and an ongoing practical application of an
effective model for category management.
Outcomes:
Participants will
- Appreciate the context for the concept of category management
- Understand an effective category management model
- Learn to make strategic choices for business
- Learn to establish & follow tactical plans for category
roles
- Learn to select products appropriate for category roles
- Establish & manage applicable supplier-customer relationships
Learning:
- Historical & current context of category management
- Category Management from varying perspectives
- Category Management Model
- Essential data types & sources
- Strategic category role selection
- Category tactics criteria & implementation
- Product selection criteria
Participants: Any supplier or
customer member involved in the distribution of products and services
through a retail environment.
Format:
- Facilitator presentation and demonstration on new learning
- Individual and team-based workshops and case studies
- Templates of specific action plans
- Individual, team and group facilitated feedback
Endorsement:
Pre-Requisite:
|
