Browsing by Author "Güven, Melis"

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The importance of category management in supply chain management and research for the level of application in retail sector in Turkey
(Bahçeşehir Üniversitesi Fen Bilimleri Enstitüsü, 2011-06) Güven, Melis; Sümen, Halefşan
Recently, due to the increasing competition in the local, national and global retailing sector, retailers have had to apply different strategies in order to survive in the market place. The new marketplace features caused decrease in the level of income, and increase in consumer expectations with many product varieties. One of the new strategies seen in the Retailers market is; “Category Management”. Category Management; is a process that involves managing product categories as business units and customizing them on a store-by-store basis to satisfy customer needs. This process is composed of price and promotions tactics, merchandising and shelf policies and positioning of products in the store and so on, considering different consumer behaviors. The most important part of the strategy is to apply the strategy in the eyes of demographic structure and consumers purchasing behavior by making a detailed analyze of customer profile. In this case, understanding the customers is the key in order to make certain predictions for stock levels of products. So, the retailer not only holding optimum levels of stocks in its warehouse, and decrease the costs, but also, by the common work with its buyer, through meeting the expectations of customers, it increases the awareness of its store in the competitive market place. When you effectively manage your product categories, you'll increase your total category sales and, thereby, generate greater store profits.