APPLICATION OF CATEGORY MANAGEMENT IN WESTERN BALKANS REGION
Keywords:
Category Management, Category of Products, Category ManagerAbstract
Under category of products is considered group of products which have the same functional characteristics and cohesiveness. Such group of products should be merchandised in one place on retail shelves. This merchandising has to secure the best approach to shoppers. Also, such group of products has to be managed as a business unit. Management of such group of products is called Category Management. If practiced properly, Category Management has potential to significantly improve business results, what is already proven on markets of USA and EU. Category Management based on these postulates has been introduced in markets of Western Balkans about a decade ago. Still, it is questionable if Category Management in this region is accepted at level to drive positive results. Main goal of this paper was to find out acceptance and development of Category Management on these markets after about a decade of practice. Based on this, aim was to conclude if there is additional potential for development in Fast Moving Consumer Goods (FMCG) industry based on further acceptance of Category Management. Reasons behind current situation also were one of objectives of this research. Through implemented research, responses gathered from the biggest companies in FMCG industry. Research results show that Category Management on observed markets is not sufficiently developed yet and that is still in the developing phase. However, results show that Category Management adaptation will highly accelerate in following period.
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