Introducing category management, almost all organizations are faced with certain problems and difficulties. If you do not understand this issue, then the consequences of such an introduction will bring much more harm than working in the usual mode. First of all, it is necessary to clearly understand what the changes are for, and also to know the category managers - who they are and what they can give the company.
Why are there problems?
Often, the inefficiency of the system is due to the fact that the company does not function in accordance with the chosen philosophy. This may be due to the lack of required control levers or the staff’s unwillingness to accept the changes. Conflicts can lead to mass layoffs, problems with the product or disruptions in the labor process.
In order for category management to be successfully implemented, an integrated approach must be developed. It should cover all aspects of the company, without missing a single block.
New structure
You need to start the change by building a new organization structure. It is based on the main principle: control is carried out not only vertically, but also horizontally. All units interact and influence each other's activities, therefore, in case of problems there will be no “extreme” ones.
To correctly answer the question: “Category manager - who is this?”, You need to understand that he is responsible for the business. Therefore, it is initially wrong to appoint an accountant or economist to this position .
Job description
To correctly prepare this document, it is advisable to adopt the experience of organizations that have successfully implemented category management. If this is not possible, then it is necessary to remember the fundamental conditions: decentralization, transfer of certain managerial aspects, providing the opportunity to make decisions independently, concentrating various functions of the company in one hand.
Where to get specialists?
To understand where to look for staff, you need to understand category managers - who is it? It is almost impossible to hire a “ready-made” specialist. The leader will gain much more if he tries to discern the necessary qualities in the already working employees. The main ability that you must have is to be able to think like a buyer. It is important that the potential candidate is distinguished by determination and ambitiousness. Then the chances of success will be much greater.
Main responsibilities
Thinking about it, the category manager is who it is, it is important to understand that he is not a buyer or seller. First of all, he is a manager. His responsibilities include bypassing competitors' outlets and analyzing their activities. It is very important to pay a lot of attention to marketing and category promotion. During the analysis, you need to use all available automation tools. Outdated software makes it impossible to see the whole picture and effectively manage processes.
A category manager needs to learn how to negotiate. It takes a lot of effort and time, but the result is worth it. For this, there are special trainings and courses.
Analytics
The manager must know what the category manager should do. His work is quite multifaceted, but first of all it covers such areas as merchandising, analytics and negotiations.
The specialist should be able to compile and analyze reports in the following areas:
- margin in dynamics - daily;
- change in purchase value - every day for the previous one;
- analysis of all groups and subgroups of goods, assessment of marginal income - when entering the goods into the assortment or when withdrawing them;
- turnover, as well as calculation and price changes of competitors - twice a month.
Conversation
If you understand that category managers are who they are, then introducing a new concept will be easy and will give good results. Almost the majority of their working time is spent on communication with people. The reason for negotiations may be the following:
- increase in purchase prices;
- discrepancy between the contract price and the one indicated upon delivery;
- short deliveries;
- the desire of the supplier to diversify the range;
- change in the scope of supply or place of laying out. The assistant to the category manager may take on some responsibilities;
- conclusion of contracts;
- discussion of discounts, promotions and bonuses;
- return of goods, their replacement, conducting acts of reconciliation
- other important reasons requiring the presence of two parties.
Merchandising
Not every leader can immediately answer the question: “Category managers - who is this?” They should know the basic rules of merchandising and be able to use them. But a certain share of creativity in this profession is welcomed, so the requirements can be "diluted" with creativity.
If the company's management will clearly follow the basic principles of the implementation of category management, then soon the organization will reach a new level. Conflicts that arise must be resolved peacefully, explaining to employees the essence of the new concept.