Category management (CM) is an approach of cooperation on category development between supplier and retailer. Supplier brings the knowledge of consumer and products within the category. Retailer brings sell-out data. The whole concept is based on managing categories as strategic business units and delivering maximum value to consumer in form of satisfying his needs. Even though first CM projects in ČR started about 15 years ago, most of the companies have not been able to fully implement CM. The barriers are high organizational demands on integration of CM into company structure and the necessity of trust between the supplier and the retailer in form of sharing data. The objective of this thesis is to identify opportunities in CM based on the analysis of current business process in Plzeňský Prazdroj, a. s. Opportunities identification is reached through comparison of ideal business process defined by specialized literature with the real experience from Plzeňský Prazdroj. Opportunities to enhance the current setting of the CM process will be summarized based on the comparison. Also, new areas of possible utilization of CM will be pointed out.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193784 |
| Date | January 2012 |
| Creators | Joska, Jan |
| Contributors | Cimler, Petr, Hommerová, Dita |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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