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品類管理流程課件-資料下載頁

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【正文】 is about strategic choices. The quality of the implementation and execution will determine the degree of petitive advantage gained. Issues Category Management is a dynamic, evolving practice. Is there one approach?… no. ? Fundamental principles and processes. ? Implementation depends upon the capabilities and current practices of the anizations. ? Today’s practices are tomorrow’s foundations for improvement. Issues Successful Category Management helps to define a partnership. ? Ability and mitment to develop the category ? A vision of the potential of the category ? Adequate information technology capability and sharing information ? Multifunctional team support capabilities ? Buyin from top management ? Clearly defines the role of the manufacturer with regard to Category Management ? Trust Issues 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?

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