Principle Stages of Realizing Category Management in Trade Companies

The article identifies principle stages of the working process organization at the category management department aimed at efficient realization of the approach 'category management' and at attaining max high finance figures of the company. The author shows different points of view at the notion 'category management'. The article includes also a brief description of the essence of methodology of category management, which can help understand its basic principles and reveal during the research 6 stages of efficient realization of the approach through system organization of the working process of category management: setting goals and strategy of the company, annual planning, planning of the working process at monthly and weakly level, establishing effective interaction with relative departments, cooperation with suppliers. It was disclosed that the foundation of high-quality work of category managers is its system nature and structured work. Employees make decisions on the basis of analytical work. Their main aim is to meet needs of final customers. An important role is played by top-management that can efficiently build the company structure and provide all necessary tools to employees to reach the set goals.

1. Boyko V. N., Lisovskiy P. A. Uvelichenie pribyl'nosti assortimenta: rabota s terapevticheskimi kategoriyami [Increasing Profitability of Product-Range: Work with Therapeutic Categories]. Novaya apteka [New Drug Store], 2013, November, pp. 41-47. (In Russ.).

2. Il'enkova K. M. Vnedrenie kategoriynogo menedzhmenta v traditsionnoy roznitse [Introduction of Category Management in Traditional Retain Trade]. Vestnik Moskovskogo universiteta. Seriya 6: Ekonomika [Bulletin of the Moscow University. Series 6: Economics], 2018, No. 3, pp. 124-145. (In Russ.).

3. Il'enkova K. M. Effektivnost' kategoriynogo menedzhmenta v novoy ekonomicheskoy real'nosti [Effectiveness of Category Management in New Economic Reality]. Konferentsiya «Lomonosov 2017». Sektsiya «Marketing» [Conference 'Lomonosov 2017'. Section 'Marketing']. Moscow, 2017. (In Russ.).

4. Kategoriynyy menedzhment. Teoriya i praktika v Rossii [Category Management. Theory and Practice in Russia]. The Committee for Demand Management. Moscow, 2008. (In Russ.).

5. Popenkova D. K. Evolyutsiya kategoriynogo menedzhmenta [Evolution of Category Management]. Mezhdunarodnyy nauchno-issledovatel'skiy zhurnal [International Academic and Research Journal], 2015, No. 11 (42), pp. 77-79. (In Russ.).

6. Rayzberg B. A., Lozovskiy L. Sh., Starodubtseva E. B. Sovremennyy ekonomicheskiy slovar' [Present Day Economics Dictionary], 2nd edition, amended. Moscow, Infra-M, 1999. (In Russ.).

7. Sergienko O. Kategoriynyy menedzhment: prakticheskie uroki [Category Management: Practical Lessons] [E-resource]. (In Russ.). Available at: http://www.apteka.ua/article/99349

8. Sysoeva S., Buzukova E. Kategoriynyy menedzhment: upravlenie assortimentom v roznitse [Category Management: Product-Range Control in Retail Trade]. Saint Petersburg, Piter, 2015. (In Russ.).

9. Category Management Best Practices Report. ECR Europe, 1997.

10. Dairy Case Category Management: A New Way to Build Dairy Case Business. In Cooperation with Borden. Inc. and Kraft USA, 1993.

11. Dussart C. Category Management: Strengths. Limits and Developments. European Management Journal, 1998, No. 16 (1), pp. 50-62.

12. Jaervinen J. Category Management and Captainship in Retail. Case: Baby food in Finnland. Helsinki, Helsinki school of Economics, 2010.

13. Joseph L. The Category Management Guidebook. Discount Store News. New York, Lebhar-Friedman, 1996.

14. Nielsen A. C. Category Management: Positioning Your Organization to Win. Chicago, IL, American Marketing Association and NTC Business Book, 1992.

15. Ziegler H. Die Kundenversteher [E-resource]. Available at: https://www.marketing.wiwi.uni-due.de/fileadmin/fileupload/BWL-MARKETING/Aktuelle_Meldungen/Der_Lehrstuhl_in_den_Medien/Jobs_im_Fokus_Category_Management_Die_Kundenversteher.pdf