Управление ассортиментом

Структура курса
1 день
SWOT анализ компании
Определение целевого клиента компании
Стратегия компании
2 день
Структура ассортимента компании
ABC – XYZ анализ, роли категорий в ассортименте
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Определение
“Совместный (между продавцом и поставщиком) процесс управления категориями, как стратегическими бизнес-единицами, улучшающий результаты продаж и прибыль за счет фокусировки на удовлетворении потребительских нужд и обеспечивающих потребительскую ценность”
Source: ECR Best Practices Report
w

SWOT •анализ
"«Пессимист видит препятствия в каждой возможности. Оптимист видит возможности в каждом препятствии»
У. Черчилль
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1 день
Анализ текущей ситуации
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Еще 3 стратегии роста
Родственный
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Cwpaweruu uo+uype+yuu
uugepcwæo uo usgepuuau
¶u$$epe+yupoæa+ue
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Ouwuuana+ɵe usgepuuu
TNM KOHKYPEHTHOTO MPENMY[ECTBA
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3neue+wɵ uo+uype+yuu
Kau æɵ uo+uypupyewe?
Accopwuue+w [e+ɵ Mpogæuue+ue Cepæuc
Oc+oæa uo+uype+yuu Auwuæɵ u uouuewe+yuu
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Oupegene+ue uo+uype+woæ
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Mowpe6uwenacuae auwyana+ocwa
[e+a
Toæap
¶ocwyu+ocwa
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¶ouu+upoæawa
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8auwopɵ uaweropuu
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Mowe+yuana+ɵe
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ueugy cyyecwæyDyuuu
uouua+ueuu• uo+uype+wauu
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ueugy cyyecwæyDyuuu
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2 ge+a, 26.09.2009
Cwpyuwypa accopwuue+wa
A+anus accopwuue+wa
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A+anus upogau u accopwuue+wa
Ngeu gne
+oæoro ceso+a
Meperoæopɵ c uocwaæyuuauu
Mna+orpauua
Cxeua uocwaæuu
Bɵcwaæua u o6y¬e+ue
Ycwa+oæo¬+ɵn sauas
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Accopwuue+w+ae uawpuya
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Mowpe6+ocwa
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Anropuwu
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Mpuopuwew+ɵe (++,++)
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80%
15%
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A
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C
B
A
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c m+wepæanou æ ge+a
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uowpe6+ocwa, yupaæneeuae uporpauuou
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¶ne ¬ero +yu+ɵ uaweropuu?
Kaweropuu
Mpuopuwew+ɵe
Oc+oæ+ɵe
(6asoæɵe)
Y+uuana+ɵe
Ceso++ɵe
CouywcwæyDyue
(ygo6+ɵe)
?%
?%
?%
?%
?%
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Cwpyuwypa uo ye+oæɵu nu+enuau
[e+a
20%
SKU
60%
15%
3uo+ou
Cpeg+un
Mpeuuyu
uDuc
Enter price
Cpeg+un
Cyuep suo+ou
5%
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Hopuupoæa+ue accopwuue+wa
Cæoncwæa accopwuue+wa
Ionu¬ecwæe++ɵe
Ia¬ecwæe++ɵe
Mupowa
Fapuo+u¬+ocwa
Fny6u+a
06+oæneeuocwa
Mon+owa
Vcwon¬uæocwa
Cwpyuwypa
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Mupowa accopwuue+wa
50%
Ow 20%
¶o 20%
5•10%
1•3%
Kaweropuu
Toæap+ɵe rpyuuɵ
Oc+oæ+ɵe
Mpuopuwew+ɵe
Ceso++ɵe
V+uuana+ɵe
CouywcwæyDyue
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Ngeu gne +oæoro ceso+a
Hoæɵe wex+onoruu
Te+ge+yuu gusan+a
Hoæu+uu upousæoguwenen
Ko+uype+w+ɵn a+anus
Cupoc
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Mna+ usue+e+ue uaweropuu
Tapuo+usayue (uepepacupe6ene+ue SKU ø+ympu spyuuɵ ueu6y ye+oøɵuu nu+euuauu, usue+e+ue spa+uy ye+oøɵx nu+eeu)
Pacuupe+ue (yøenu¬e+ue SKU • moøapɵ u moøap+ɵe spyuuɵ, uupoma u sny6u+a accopmuue+ma )
Ouwuuusayue (cmpyumypa pacupe6ene+ue SKU ueu6y spyuuauu – oc+oø+ɵe, 6ouon+umena+ɵe, cueyuanusupoøa++ɵe u auceccyapɵ)
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Mna+ usue+e+un uaweropuu
Ceso++ocwa upogau
O6+oæneeuocwa (+opuawuæ)
Mouasawenu uaweropuu (+opuawuæɵ)
Oupegeneeu ¬wo 6ygeu ue+ewa
($opuupyeu saupoc)
Toæap+ɵe rpyuuɵ (oc+oæ+ɵe, gouon+uwena+ɵe, cueyuanusupoæa++ɵe u auceccyapɵ)
bpe+gɵ (nugep, uocnegoæawena, peruo+ana+ɵn nugep, «+au», enter price)
Mocwaæyuuu (cxeua uocwaæou, ycnoæue)
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[e+a
uecw+ocwa
Cwa6una+ocwa
Cupaæegnuæocwa
Hageu+ocwa
¶uauaso+ upueuneuɵx ye+ (ye+oøɵe nu+euuu)
Bue¬awne+ue ow ye+ɵ
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Peanusayue
Egu+cwæo +a æcex ypoæ+ex
uenoæe¬ecuun $auwop - o6y¬e+ue
Pona pyuoæoguwenen – wpa+cneyue
[euo¬ua cosga+ue ye++ocwu
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Mon una+ pasæuwue uaweropuu
coowæewcwæyew Cwpaweruu uouua+uu?
Owæe¬aew nu uon upogyuwoæɵn
+a6op uowpe6+ocweu unue+woæ?
M+e +eo6xoguuo uuewa
u+$opuayuD o6o æcex cny¬aex sauegne+ue upogau uoero woæapa.
Me+eguep uaweropuu
Kauae upogyuyue unu 6pe+g
uueew +au6onauun uowe+yuan gne uony¬e+ue upu6ɵnu?
Hacuonauo s$$euwuæ+o
e ucuonasyD pecypc æ æuge woproæɵx unoyagen, owæege++ɵx
uog uoD uaweropuD?
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M = Knue+wɵ * Busuwɵ * CpMouyuua – CC – OP
06nacwa owæewcwæe++ocwu wpaguyuo++oro woæap+oro ue+eguue+wa
¶ouon.uwena.ae o6nacwa owæewcwæe..ocwu MK
[ena yupaæne+ue uaweropuen
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M = Knue+wɵ * Busuwɵ * Cpueu – CC – OP
Mpu6ɵna
Nworu 200.. roga:
O6opow – … uunnuapgoæ eæpo
1ucwae upu6ɵna – … uunnuo+oæ eæpo
Pocw ¬ucwon upu6ɵnu +e ue+ee …%
euerog+o
0
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Mouasawenu pa6owɵ KM
O6opow
GMROI
bo+ycɵ u uouue+cayuu
bDguew upogæuue+ue
Mep¬a+gansu+r (owga¬a c 1 uæ.u)
¶u+auuua upogau
O6+oæne+ue
Peunauayuu
bpau
Out of Stock
% cepæuca (upucywcwæue woæapa)
% norucwu¬ecuux sawpaw
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Bsauuogencwæue u cornacoæa+ue
¶upeuwopa uarasu+oæ
uorucwuua
byxranwepue
0u+a+cɵ
Mapuewu+r
Kagpɵ
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1eu yupaæneeu?
[e+a
Bɵunagua
Toæap+ɵn sauac
SKU
Hopuawuæɵ
Mpogæuue+ue
N+$opuayue
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•PO3HN[A
Mpogauu, æanoæae u ¬ucwae upu6ɵna
3awpawɵ +a uocwaæuy u norucwuuy, woæap+ɵe sauacɵ,
Ce6ucwouuocwa uaugoro upogyuwa u upu6ɵna+ocwa
Mpogyuwuæ+ocwa: upogauulu2, upogauuluonua u w. g.
Mapuu+ana+oe u uo+uype+w+oe ye+oo6pasoæa+ue gne uaweropuu
Mupowa u rny6u+a accopwuue+wa, gone +a uonue
¶one u u+we+cuæ+ocwa upogæuue+ue æ upogauax
Oye+ua uaweropuu
KATETOPNª
Tpyuua
Mogrpyuua
bpe+g
SKU
•MPON3BO¶NTEuN
Pɵ+o¬+ae uosuyue: Mpogauu (pasæuwue), pɵ+o¬+ae gone (pasæuwue)
Mpu6ɵna+ocwa upousæogcwæa SKU
Hageu+ocwa, % cepæuca upu uocwaæuax woæapa
•PªHOK
Pasæuwue u pocw upogau +a ypoæ+e uaweropun u uoguaweropun
Peruo+ana+oe pasæuwue
Pasæuwue 6pe+goæ u co6cwæe++ɵx uapou
Pasæuwue pos+uyɵ u $opuawa uau ¬acwu pɵ+ua
Ko+uype+yue
•MOTPEbNTEuN
MO1EMY: Mowpe6+ocwa u uogena ye++ocwen
KTO: ¶euorpa$ue, cwpyuwypa gouoxosecwæ,
KOT¶A: Ceso++ocwa, uone6a+ue ueceya, +egenu, g+e; ¬acwowa uouyuou
KAK: Konu¬ecwæo, a+anus uopsu+ɵ, cpeg+ee uouyuua, peauyue +a upogæuue+ue, noena+ocwa 6pe+gy u uarasu+y
T¶E: pacuonoue+ue uarasu+oæ u upeguo¬we+ue $opuawoæ
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Mus+e++ɵn yuun
Pouge+ue
bɵcwpɵn pocw
Megne++ɵn pocw
Cwa6una+ocwa
Vuagou
uuuæugayue
Hoæu+ua
Pacuupe+ue
CouywcwæyDyue woæapɵ
Coupaye+ue
Pacupogaua
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Mna+ usue+e+ue uaweropuu
Tapuo+usayue (uepepacupe6ene+ue SKU ø+ympu spyuuɵ ueu6y ye+oøɵuu nu+euuauu, usue+e+ue spa+uy ye+oøɵx nu+eeu)
Pacuupe+ue (yøenu¬e+ue SKU • moøapɵ u moøap+ɵe spyuuɵ, uupoma u sny6u+a accopmuue+ma )
Ouwuuusayue (cmpyumypa pacupe6ene+ue SKU ueu6y spyuuauu – oc+oø+ɵe, 6ouon+umena+ɵe, cueyuanusupoøa++ɵe u auceccyapɵ)
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Mna+ usue+e+un uaweropuu
Ceso++ocwa upogau
O6+oæneeuocwa (+opuawuæ)
Mouasawenu uaweropuu (+opuawuæɵ)
Oupegeneeu ¬wo 6ygeu ue+ewa
($opuupyeu saupoc)
Toæap+ɵe rpyuuɵ (oc+oæ+ɵe, gouon+uwena+ɵe, cueyuanusupoæa++ɵe u auceccyapɵ)
bpe+gɵ (nugep, uocnegoæawena, peruo+ana+ɵn nugep, «+au», enter price)
Mocwaæyuuu (cxeua uocwaæou, ycnoæue)
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Anropuwu
AHAuN3 KATETOPNN
8
O[EHKA KATETOPNN
KPNTEPNN KA1ECTBA PAbOTª KATETOPNN
POub KATETOPNN
CTPATETNª KATETOPNN
TAKTNKA KATETOPNN
BªMOuHEHNE MuAHA
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2
WOAMRPEEN¶EGuREUHPNPEENK•ADTEEFTINOIPTNIONN
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Kpuwepuu ua¬ecwæa uaweropuu
Konu¬ecwæo +auue+oæa+un æ og+on uouyuue Konu¬ecwæo uouyuawenen
Mouyuawenu Cpeg+un ¬eu, py6.
Pɵ+ou
¶one uaweropuu æ o6aeue upogau cewu
N+geuc pocwa
2004
8u+a+cɵ O6aeu upogau N+geuc pocwa
Banoæae upu6ɵna N+geuc pocwa 1ucwae upu6ɵna
2004
Mouasawenu 2004
O6opa¬uæaeuocwa T3 O6opa¬uæaeuocwa K3 Owga¬a c 1 uæ. u.
BM +a 1 upogaæya
2006
2006
2005
2005
2004 2005 2006
2005 2006
BunD¬ae
Cwpawerue uouua+uu
Pona uaweropuu
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Te+epawop uowoua uouyuawenen
Te+epawop uouyuou Te+epawop upu6ɵnu 3ayuw+uu
Te+epawop +anu¬+ocwu Cosgawena æon+e+ue Cosgawena uuugua
Cwpaweruu uaweropun
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Cwpaweruu uaweropun
Haye+ua
06aeu upogau
Te.epawop
.anu¬.ocwu
Te.epawop upu6ɶnu
Cosgawena uuugua
Te.epawop uowoua
Te.epawop uouyuou
Cosgawena æon.e.ue
3ayuw.uu
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Anropuwu
AHAuN3 KATETOPNN
8
O[EHKA KATETOPNN
KPNTEPNN KA1ECTBA PAbOTª KATETOPNN
POub KATETOPNN
CTPATETNª KATETOPNN
TAKTNKA KATETOPNN
BªMOuHEHNE MuAHA
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6
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2
WOAMRPEEN¶EGuREUHPNPEENK•ADTEEFTINOIPTNIONN
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Tauwuua uaweropuu
Pona uaweropuu +
Cwpawerue uaweropuu
[EHOObPA3OBAHNE
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Accopwuue+w
Hoæu+ua
Pacupogaua
Ownu¬ue ow uo+uype+woæ
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[e+oo6pasoæa+ue
EDLP (every day low price)
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Xapauwepucwuuu woæapoæ
Hopuupoæa+ue SKU
ua6opawopue uep¬a+gansu+ra
uu+en+ɵe uewpɵ – cwennauu – UNIT
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