Algorithm of Forming the Category Management in the Diy Market Segment

Abstract

The aim of the paper is to formulate a scientifically grounded and expedient for use in practice algorithm of the formation of category management in the DIY segment. The subject of research is not only this technology but also its commercial exploitation. The basic hypothesis is that category management which is understood as the formation and implementation of the technology management of the product range by using information and innovation support, strategy generation and methodical use of management tools for making the key competence and ensuring long-term competitiveness of the enterprise. Category management is developing fast in Ukraine and provides a balanced work of the company in any segment of the market that is connected with the retailer. The growing domestic market is attracted by the world's foremost «Do It Yourself» (the “DIY”) trading format. This tendency is stipulated by an increase in consumer requirements, not only in the quality of goods, but also in the technology of the process of making a purchase. The implementation of category management program is not always perceived by the staff as it is a relatively new area of work. The point is that the introduction of category management is most likely connected with a change in the structure of purchases and sales. The practical significance of the research results is related to the possibility of using them directly by entrepreneurs when assessing the implementation of category management.

Keywords

• category management
• marketing
• role of product categories
• goods category
• assortment management