prikaz prve stranice dokumenta Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama
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master's thesis
Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama
2017. urn:nbn:hr:145:728529
Plahinek, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Plahinek, I. (2017). Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:728529

Plahinek, Ivan. "Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:728529

Plahinek, Ivan. "Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:728529

Plahinek, I. (2017). 'Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:728529

Plahinek I. Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:145:728529

I. Plahinek, "Upravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:728529

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Metadata
TitleUpravljanje kategorijom čokolade u trgovini na malo - kategorija čokolade u Konzumu, Intersparu, Kauflandu i Plodinama
Title (english)Chocolate category management in retail trade – chocolate category in Konzum, Interspar, Kaufland and Plodine
AuthorIvan Plahinek
MentorDavor Dujak (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberIvana Barković Bojanić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-11-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Upravljanje kategorijama proizvoda smatra se kao jedna od ključnih sastavnica za uspjeh poslovanja u maloprodaji. Postoji nekoliko verzija CM procesa koje se danas koriste u svakodnevnom poslovanju, no ona koja je najzastupljenija u poslovanju maloprodajnih trgovačkih lanaca je verzija koju je razvila konzultantska kuća The Partnering Group (TPG). Kategorijama proizvoda upravljaju menadžeri kategorije. Menadžeri kategorije moraju vješto baratati procesima upravljanja prostorom i upravljanja asortimanom u maloprodajnom lancu, kako bi se postigao što veći uspjeh poslovnice, odnosno kako bi se generirao što veći profit. Nadalje, menadžer kategorije osniva tim kategorije; tj. okružuje se grupom ljudi koji uže pokrivaju područja odnosa s kupcima, logistike, nabave, financija, promocije izlaganja proizvoda, informatičkih tehnologija, istraživanja tržišta i sl. Sve se više menadžera kategorije fokusira na razvoj privatnih marki. Privatne se marke koriste kao alat stjecanja konkurentske prednosti. Privatnim se markama želi privući, a samim time i zadovoljiti što više potreba kupaca. Ono po čemu su privatne marke poznate jest niska cijena. Isto tako, i u kategoriji čokolade privatne marke imaju nisku cijenu u odnosu na „glavne“ proizvode. Međutim, iznenađujuća je visoka kvaliteta privatnih marki u kategoriji čokolada. Menadžeri kategorije uvidjeli su da se razvojem privatnih marki na jednostavan način može „ojačati“ asortiman i steći konkurentska prednost.
Abstract (english)
Category management is considered as one of the key parts for success in retail trade. There are few versions of category management processes that are used in retail trade, but the most popular version is using TPG (The Partnering Group) process. Category management is led by category managers. Category managers needs to have improved skills in space management and in asortment management, in order to achieve success of the retail chain. Furthermore, category manager needs to establish category team. Category team is group of people who have advanced skills in logistic, finance, product promotion, informatic technology, market research, customer relations, etc. Category managers, nowdays, are also very focused in developing private lables. They use private labels as a tool to inquire more profit and to gain competitive advantage. With developing private labels, they want to attract new customers in retail chain, and also, they want to keep they old customers. Most famous caracteristic of private labels is low price. Also, in chocolate category products that are private labels have low selling price if we compare them with most famous products in that category. But, surprise is high quality of private labels in chocolate category. Category managers realized that private label developing is easy way for strenghtening assortment and for getting competitive advantage.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:728529
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-11-22 12:52:24