The term category of commodities management or also Category management designates the structuring of a business place in the stationary retail trade in marketing according to the principle of the categories of commodities. These are provided assistance by market study analyses of the manufacturers and the trade.

Definition

Historical development

The term of the Category management was not established at the beginning of the 1990er Jahre.Dabei is the category of commodities management in the commercial enterprise a new current, but a Ur-function in the trade. Contrary to the category of commodities management with the Category management only partial assortments, as for example finished soups within the food department, "“are optimized"”. The category of commodities management aims however at the optimum assortment at the respective location for the shaping of the individual commercial enterprise.

Definition

Under the term "„Category management "“are summarized in theory and practice beginnings of a co-operation between industry and trade, whose substantial characteristic is the control of categories of commodities as strategic departments (SGE). Some authors see herein also "“an equipment of the trade for strategic and operational planning and control of assortment and goods economy (...), to the Category manager with widen going responsibility for all purchase and salesreferred activities for a Category equip and an intensive, (strategically and operationally oriented) product group-referred co-operation between manufacturers and trade implied."” (Christa FIELD: Category management in the trade, papers of the seminar for general management economics, trade and distribution at the university to Cologne, hrsg. v. Lothar Mueller Hagedorn, paper No. 8, Cologne 1996)

The actually new of this beginning is thereby the allocation from products to categories of commodities into groups of products, matching from view of the consumers. Thus it comes to a restructuring of the enterprise, away from the division in two parts of purchase and sales and to a guidance of the enterprise to categories of commodities as strategic departments.

For the implementation of the Category the nine-level Category management planning process serves managements into an enterprise. For the conversion of the Category mainly four strategies (assortment organization, sales promotion actions, new product development and price structuring) are offered management planning process to the enterprise.

The Category management beginning pursues the goal of differentiating an enterprise in its products by the selection of the assortment met individually by the consumer from the offer of other commercial enterprises and of promoting so the own conversion and profit.

The beginning finds its most frequent application in the consumer goods industry in combination with the ECR concept.

Articles in category "Category of commodities management"

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