Category Management Case(ppt 12页)（英文版）
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Category Management Case内容提要：
Six Core Elements of Anheuser-Busch’s Category Management Program...
Focused Resources…a sales team focused on your business needs.
Objectivity…we will focus on your goals and your shopper’s needs, driving total beer category sales and profits.
Best of Class Category Management Process…our team will work with you to deliver results through industry leading category management practices.
Data Resources and Insights…we have invested in the best consumer information in the industry, enabling our team to make better business decisions.
Execution…we have the finest wholesaler system in the industry, capable of executing category plans at store level, better than any other supplier.
Business Results…we will focus on innovation to deliver “breakthrough results” for the entire beer category.
Before any Category Management work starts, there are many Step I questions that must be addressed, such as:
From a consumer perspective, how is the Beer Category defined?
What is the retailer’s overall corporate mission and strategy, and how important is beer to the retailer?
What is the key role of the Beer Category?
What are the current in-store conditions?
What are the retailer’s Strengths, Weaknesses, Opportunities, & Threats (SWOT)?
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