Assortment depth and assortment width

Assortment depth

How deep an assortment is, depends proportionally on it, how many variants of an article are offered. With a supermarket can be spoken of a deep assortment, since there are many different versions of an article, e.g. Milk with differently fat contents, in different package sizes etc.

How broad an assortment is, depends proportionally on it, how many different categories of commodities (in principle different products) are led. With a pop-and-mom shop can be spoken of very a variety, because e.g. become there. Food, tobacco goods, post office goods, drugstore article etc. offered. But the assortment of a pop-and-mom shop is not very deep, because there is only a very small or no selection of the individual article, e.g. only normal shampoo and not additionally still the offer of peach, gloss or anti-shed shampoo.

Core assortment, basic assortment, edge assortment (assortment quantities)

Core assortment

The core assortment e.g. contains the actual assortment. Sanitary products (bath tubs, showers, toilets) with the sanitary dealer. The goods of the core assortment are to secure the net yield of the respective dealer.

Basic assortment

The basic assortment is the assortment, with which the largest part of the conversion is made. Core assortment and basic assortment can be identical, deviate with some enterprises however from each other. This would be the case, if the sanitary trade takes up lights to the assortment, which furnish a higher conversion than the original sanitary products.

Edge assortment

All articles, whose portion of the conversion is small. The articles of the edge assortment are led to gain in order to offer to the customer an additional service (demarcation opposite the competitors) or around an additional profit.

Design principles

Starting points for the formation of assortment units offer the following design principles:

• Origin orientation (material/material orientation as well as supplier orientation)
• Price range orientation
• Orientation at the self marketability of the goods
• Orientation at company related structure criteria
• Orientation at the consumer-arranged behavior of manufacturers (branded article, market exploitation before-sold and - preservation)
• Orientation at competitors (removal, adjustment or competition avoiding by mutual agreement)
• Need orientation (ranges of kind/need, experience range/use causes, user and/or target groups)

Organization measures

The assortment politics of the trade let characterize by the following strategic assortment modification measures:

• Konstanz of the assortment (on category of commodities level): This alternative represents no active Marktanpassung to changed consumer behavior and/or a market influence and is only reduced therefore to use.
• Assortment contraction: This represents a Elimination of groups of articles or being, whereby then of a genuine assortment contraction can be spoken, if the Elimination is not compensated by appropriate expansions in other categories of commodities:

Elimination of categories of commodities

Restriction of groups of articles or being

Problem: A "“involuntary"” restriction the assortment width can occur: For example if a product B can be manufactured, which possesses a higher amount covered than a product A, then this will displace product A for cost-technical reasons. However here conflicting aims between a purely cost-technical perspective and an marketing-oriented interest in certain assortment width exist. If a product displaces in this way to other one, then one speaks of the Kanibalismuseffekt

Assortment differentiation: Following the industriellen range can be designated under an assortment differentiation an addition and/or a completion of offered categories of commodities around supplementing groups of articles or services with the goal of the creation of alternative purchase possibilities. Beyond that can be differentiated between material and temporal assortment differentiation.

Assortment diversification: It represents an extension of the assortment around new, different subranges with the goal of the creation of additiver purchase possibilities.

• Assortment variation: Here the assortment extent is not changed, it effected however a new accentuation of individual categories of commodities by their structural change.
• Assortment innovation: As assortment innovation the development/composition of new partial assortments and categories of commodities including services are understood. Here are to be differentiated according to the degree of the novelty:

genuine novelties: Market novelties by transmission of structure and design principles on other operating types or industries

important improvements by improved customer orientation

fashionable innovations

new problem solutions for new target groups

Operational control and control

Controlling and control of the assortment take place in particular via article-specific success indicators in the context of the operational assortment politics, for example through

• Paragraph strength as indicator of the article acceptance:

= numeric distribution

average sales volume/business and month

average final consumer price

• Turnover strength

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