Kategorianhallinta

Kategorianhallinta, often translated as category management, is a strategic approach to product management and merchandising. It involves grouping related products into categories and managing these categories as distinct business units. The primary goal is to optimize the performance of each category by understanding customer behavior and market trends.

This process typically involves analyzing sales data, identifying customer needs, and setting specific objectives for each category. Key activities include product assortment planning, pricing strategies, promotional activities, and shelf space allocation. By treating product groups as individual businesses, retailers and manufacturers can make more informed decisions that lead to increased sales, improved profitability, and enhanced customer satisfaction.

Effective kategorianhallinta requires close collaboration between different departments, such as marketing, sales, and operations. It emphasizes a customer-centric view, aiming to provide a seamless shopping experience and meet evolving consumer demands. The insights gained from category management can also inform broader business strategies and product development initiatives.