品類管理流程ppt38英文-流程管理(更新版)

　　

【正文】 es How to develop a successful Category Management relationship. Develop a mon language for Category Management ? Translate the goals of the partnership into a usable and measurable plan the utilizes factbased CM decisions and practices. ? Educate everyone involved, buyers and suppliers, on the approach being taken for growing the category. ? Develop factbased presentations representing the entire category. ? Develop a system of regular reports and monitoring for catching category trends and opportunities. IRI 1995 Issues Common Obstacles to Successful Category Management. ? Mistaken belief that the anization is already doing Category Management. ? Lack of management mitment. ? Lack of timely and easy to use information for category assessment. ? Inadequate knowledge or misinformation about the consumer characteristics/demand for the category. ? Managerial lack of training or abilities. ? Nonstandard product or pricing for the category. Issues The Manufacturer should keep their Category Management analysis honest. ? Manufacturer often does the initial analysis. ? Financial resources ? Potential benefit ? Initial indicators may bode poorly for the manufacturer’s product but must accept losses. ? Solution: ? Get Marketing and others involved. ? Talk with your distributor and buy some time. ? Fix the product. If the analysis is right, something needs to change to address the shortings perceived by the consumers. Issues CATEGORY MANAGEMENT Questions? 。CATEGORY MANAGEMENT Session Objectives: ? Define Category Management (CM) ? Describe Category Management as a Business Process ? Discuss Critical Issues Related to Successfully Developing a Category Management System Category Management Process Category Management Issues Define Category Management Definition Bringing Better Value to the Consumer is the Primary Focus of Category Management. “ A RetailerSupplier process of managing categories as Strategic Business Units, producing improved sales and profit results by focusing on satisfying consumer needs and delivering consumer value.” Source: ECR Best Practices Report Category Management has expanding into durable goods and services. Is Category Management just for the grocer? ? Durable Goods ? Auto Industry GM Pontiac a