Category management - a local perspective
The purpose of this report is to: (1) study the category management concept in-depth; (2) discuss what its possible benefits and costs are; and (3) explore the practical implications category management has on the local businesses. The methodology of this thesis uses the approach of a case study. Im...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/55570 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | The purpose of this report is to: (1) study the category management concept in-depth; (2) discuss what its possible benefits and costs are; and (3) explore the practical implications category management has on the local businesses. The methodology of this thesis uses the approach of a case study. Important findings of this research include: category management does increase sales; and the retailer is able to handle its assets more efficiently. However, with the implementation of category management, the retailer has to forgo attending to the needs of a portion of its customers. In conclusion, category management is a very useful tool that local manufacturers and retailers should adopt, provided that the manufacturer owns a leading brand; the retailer uses point-of-sales terminals; both have the support of their top management with organisational structures that facilitate the adoption of the management process, and the employees that are dedicated to make the process a success. |
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