Управление ассортиментом

Содержание

Слайд 2

Структура курса

1 день
SWOT анализ компании
Определение целевого клиента компании
Стратегия компании
2 день
Структура ассортимента компании
ABC

Структура курса 1 день SWOT анализ компании Определение целевого клиента компании Стратегия
– XYZ анализ, роли категорий в ассортименте
Порядок реализации процесса «Управление товарными категориями»

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Слайд 3

Определение

“Совместный (между продавцом и поставщиком) процесс управления категориями, как стратегическими бизнес-единицами, улучшающий

Определение “Совместный (между продавцом и поставщиком) процесс управления категориями, как стратегическими бизнес-единицами,
результаты продаж и прибыль за счет фокусировки на удовлетворении потребительских нужд и обеспечивающих потребительскую ценность”

Source: ECR Best Practices Report

w

Слайд 4

SWOT •анализ

"«Пессимист видит препятствия в каждой возможности. Оптимист видит возможности в каждом

SWOT •анализ "«Пессимист видит препятствия в каждой возможности. Оптимист видит возможности в
препятствии»
У. Черчилль

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Слайд 5

1 день

Анализ текущей ситуации
Анализ конкурентов
Анализ потенциальных клиентов
Определение стратегии работы и выбор приоритетов

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1 день Анализ текущей ситуации Анализ конкурентов Анализ потенциальных клиентов Определение стратегии
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Слайд 6

Ориентация

Цели компании
Стратегия роста
Стратегия конкуренции

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Слайд 7

Анализ конкурентов

Вторичные данные

Первичные данные
Ключевые вопросы
Кто конкуренты?
Какая у них стратегия?
SWOT -анализ

Что собираются делать?
Что

Анализ конкурентов Вторичные данные Первичные данные Ключевые вопросы Кто конкуренты? Какая у
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Слайд 8

Еще 3 стратегии роста

Родственный

Существующий
Существующие

Родственные

Новые

Потребительские рынки

Ассортимент товаров
Новый

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Еще 3 стратегии роста Родственный Существующий Существующие Родственные Новые Потребительские рынки Ассортимент
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Слайд 9

4 вида «маркетинговых войн»

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Слайд 10

Cwpaweruu uo+uype+yuu

uugepcwæo uo usgepuuau

¶u$$epe+yupoæa+ue

8ouyc

Ouwuuana+ɵe usgepuuu

TNM KOHKYPEHTHOTO MPENMY[ECTBA

Husuue usgepuuu

¶u$$epe+yuayue

[EuEBON PªHOK

Mupouun upyr uouyuawenen
+a æceu

Cwpaweruu uo+uype+yuu uugepcwæo uo usgepuuau ¶u$$epe+yupoæa+ue 8ouyc Ouwuuana+ɵe usgepuuu TNM KOHKYPEHTHOTO MPENMY[ECTBA
pɵ+ue

Owgena+ɵn cerue+w uouyuawenen
unu pɵ+o¬+ae +uua

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Слайд 11

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

Tge æɵ

3neue+wɵ uo+uype+yuu Kau æɵ uo+uypupyewe? Accopwuue+w [e+ɵ Mpogæuue+ue Cepæuc Oc+oæa uo+uype+yuu Auwuæɵ
uo+uypupyewe? Bɵ6op upogyuwa/pɵ+ua

C ueu æɵ uo+uypupyewe Bɵ6op uo+uype+wa

Vcwon¬uæoe uo+uype+w+oe upeuuyyecwæo

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Слайд 12

Oupegene+ue uo+uype+woæ

Haupaæne+ue uo+uype+yuu
Vpoæ+u pɵ+o¬+on uo+uype+yuu
Mowpe6uwenacuue cerue+wɵ pɵ+ua

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Слайд 13

Mowpe6uwenacuae auwyana+ocwa

[e+a
Toæap
¶ocwyu+ocwa
O6cnyuuæa+ue
Ouɵw uowpe6uwene
¶ouu+upoæawa
Bɵgenuwace
Coowæewcwæoæawa

•“Bces6a øɵ6upaume cauɵu mpy6+ɵu uyma
– mau Bɵ +e øcmpemume couep+uuoø”.
Mapna

Mowpe6uwenacuae auwyana+ocwa [e+a Toæap ¶ocwyu+ocwa O6cnyuuæa+ue Ouɵw uowpe6uwene ¶ouu+upoæawa Bɵgenuwace Coowæewcwæoæawa •“Bces6a
ge Tonna

1wo uue++o upegnaraeu?

Kau swo genaeu?

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Слайд 14

8auwopɵ uaweropuu
Mocwaæyuuu

Mocwaæyuuu
Mouyuawenu

Mouyuawenu

Mowe+yuana+ɵe
+oæɵe urpouu
+a pɵ+ue
Bosuou+ae saue+a
Couep•
+u¬ecwæo
ueugy cyyecwæyDyuuu
uouua+ueuu• uo+uype+wauu

Couep•
+u¬ecwæo
ueugy cyyecwæyDyuuu
uouua+ueuu• uo+uype+wauu

Mowe+yuana+ɵe
+oæɵe urpouu
+a pɵ+ue
Vrposa co

8auwopɵ uaweropuu Mocwaæyuuu Mocwaæyuuu Mouyuawenu Mouyuawenu Mowe+yuana+ɵe +oæɵe urpouu +a pɵ+ue Bosuou+ae
cwopo+ɵ
+oæɵx urpouoæ +a pɵ+ue

Bosuou+ocwa uouyuawene guuwoæawa ye+y +a woæap

Vrposa co cwopo+ɵ woæapoæ u ycnyr•saue+uwenen
Bosuou+ae saue+a

Bosuou+ocwa uocwaæyuua guuwoæawa ye+y +a woæap

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Слайд 15

2 ge+a, 26.09.2009

Cwpyuwypa accopwuue+wa
A+anus accopwuue+wa
Pa6owa upoyecca yupaæne+ue accopwuue+wou
Mowuæayue uaweropun+oro ue+eguepa

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2 ge+a, 26.09.2009 Cwpyuwypa accopwuue+wa A+anus accopwuue+wa Pa6owa upoyecca yupaæne+ue accopwuue+wou Mowuæayue
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Слайд 16

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

Mawpuya

Mna+

A+anus upogau u accopwuue+wa Ngeu gne +oæoro ceso+a Meperoæopɵ c uocwaæyuuauu Mna+orpauua
usue+e+un uaweropuu

A+anus upogau

Yupaæne+ue uaweropuen

Kapwa uaweropuu

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Слайд 17

Accopwuue+w+ae uawpuya

Toæap+ɵn accopwuue+w uogrpyuuɵ æ pauuax ye+oæon nu+enuu (6pe+6ɵ)

Tpyuuɵ

Mogrpyuuɵ

[e+oæɵe

nu+enuu

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Accopwuue+w+ae uawpuya Toæap+ɵn accopwuue+w uogrpyuuɵ æ pauuax ye+oæon nu+enuu (6pe+6ɵ) Tpyuuɵ Mogrpyuuɵ
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Слайд 18

Anropuwu $opuupoæa+ue accopwuue+wa

Mowpe6+ocwa
Bapua+wɵ ee ygoænewæope+ue
Bɵ6op uawepuana
Bɵ6op gouon+uwena+ɵx xapauwepucwuu, uosæoneDyux +au6onee uon+o ygoænewæopuwa

Anropuwu $opuupoæa+ue accopwuue+wa Mowpe6+ocwa Bapua+wɵ ee ygoænewæope+ue Bɵ6op uawepuana Bɵ6op gouon+uwena+ɵx xapauwepucwuu,
uowpe6+ocwa
Oupegene+ue ye+oæɵx xapauwepucwuu
Oupegene+ue rny6u+ɵ u uupowɵ accopwuue+wa
Bɵ6op uocwaæyuua/6pe+ga
Bɵ6op ponu woæapa
Toæap
Tex+onorue

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Слайд 19

Anropuwu

Ob3OP KATETOPNN

O[EHKA KATETOPNN

KPNTEPNN KA1ECTBA PAbOTª KATETOPNN

POub KATETOPNN

CTPATETNª KATETOPNN

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Anropuwu Ob3OP KATETOPNN O[EHKA KATETOPNN KPNTEPNN KA1ECTBA PAbOTª KATETOPNN POub KATETOPNN CTPATETNª
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TAKTNKA KATETOPNN

6

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BªMOuHEHNE MuAHA

7

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Слайд 20

Anropuwu

AHAuN3 KATETOPNN

O[EHKA KATETOPNN

KPNTEPNN KA1ECTBA PAbOTª KATETOPNN

POub KATETOPNN

CTPATETNª KATETOPNN

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Anropuwu AHAuN3 KATETOPNN O[EHKA KATETOPNN KPNTEPNN KA1ECTBA PAbOTª KATETOPNN POub KATETOPNN CTPATETNª
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6

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BªMOuHEHNE MuAHA

7

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Слайд 21

Pona uaweropun

Mpuopuwew+ɵe (++,++)
basoæɵe (+,+)
Mepuogu¬ecuue (+, •+)
• Vgo6+ɵe (•+, •)
V+uuana+ɵe (•,•)

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Pona uaweropun Mpuopuwew+ɵe (++,++) basoæɵe (+,+) Mepuogu¬ecuue (+, •+) • Vgo6+ɵe (•+,
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Слайд 22

Anropuwu

AHAuN3 KATETOPNN

O[EHKA KATETOPNN

KPNTEPNN KA1ECTBA PAbOTª KATETOPNN

POub KATETOPNN

CTPATETNª KATETOPNN

5

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2

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1

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Anropuwu AHAuN3 KATETOPNN O[EHKA KATETOPNN KPNTEPNN KA1ECTBA PAbOTª KATETOPNN POub KATETOPNN CTPATETNª
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Слайд 23

Cxeua a+anusa

[ena a+anusa

s+a¬e+ue

Anropuwu peue+un

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Слайд 24

ABC – a+anus
XYZ – a+anus
Coæueye++ɵn a+anus

Mewogɵ a+anusa

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Слайд 25

ABC a+anus

80%

15%

5%

A

B

C

Mosuyuu accopwuue+wa

¶one æ o6aeue upogau

Stuff

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ABC a+anus 80% 15% 5% A B C Mosuyuu accopwuue+wa ¶one æ

Слайд 26

XYZ a+anus

X

Z

Mosuyuu accopwuue+wa

Kos$$uyue+w
æapuayuu cupoca (Kæ), %

10

25
Y

ow 25

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XYZ a+anus X Z Mosuyuu accopwuue+wa Kos$$uyue+w æapuayuu cupoca (Kæ), % 10
NOW!

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Слайд 27

XYZ a+anus

10%

X

25% Y

Bpeue

Kone6a+ue cupoca
>25%
Z

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XYZ a+anus 10% X 25% Y Bpeue Kone6a+ue cupoca >25% Z Click

Слайд 28

Coæueye+ue pesynawawoæ

Cwa6una+ocwa upogau

Bunag woæapa æ o6opow / upu6ɵna

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Coæueye+ue pesynawawoæ Cwa6una+ocwa upogau Bunag woæapa æ o6opow / upu6ɵna Click to
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Слайд 29

Cwpawerue c+a6ue+ue

X

Y

Z

C

B

A

– JIT,
s›cupecc –saeæ›a
– JIT
c m+wepæanou æ ge+a
– +egena+ae
uowpe6+ocwa, yupaæneeuae uporpauuou
– upogawa

Cwpawerue c+a6ue+ue X Y Z C B A – JIT, s›cupecc –saeæ›a
uog sa›as

1•2 permo+ana+ɵu uocwaæym› mnm P]
3• 4 ye+wpanmsoæa++ɵu uocwaæym›, cross • dock

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Слайд 30

¶ne ¬ero +yu+ɵ uaweropuu?

Kaweropuu

Mpuopuwew+ɵe

Oc+oæ+ɵe

(6asoæɵe)

Y+uuana+ɵe

Ceso++ɵe

CouywcwæyDyue

(ygo6+ɵe)

?%

?%

?%

?%

?%

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¶ne ¬ero +yu+ɵ uaweropuu? Kaweropuu Mpuopuwew+ɵe Oc+oæ+ɵe (6asoæɵe) Y+uuana+ɵe Ceso++ɵe CouywcwæyDyue (ygo6+ɵe)

Слайд 31

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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Cwpyuwypa uo ye+oæɵu nu+enuau [e+a 20% SKU 60% 15% 3uo+ou Cpeg+un Mpeuuyu

Слайд 32

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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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

Слайд 33

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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Mupowa accopwuue+wa 50% Ow 20% ¶o 20% 5•10% 1•3% Kaweropuu Toæap+ɵe rpyuuɵ

Слайд 34

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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Ngeu gne +oæoro ceso+a Hoæɵe wex+onoruu Te+ge+yuu gusan+a Hoæu+uu upousæoguwenen Ko+uype+w+ɵn a+anus
buy NOW!

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Слайд 35

Mna+ usue+e+ue uaweropuu

Tapuo+usayue (uepepacupe6ene+ue SKU ø+ympu spyuuɵ ueu6y ye+oøɵuu nu+euuauu, usue+e+ue spa+uy

Mna+ usue+e+ue uaweropuu Tapuo+usayue (uepepacupe6ene+ue SKU ø+ympu spyuuɵ ueu6y ye+oøɵuu nu+euuauu, usue+e+ue
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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Слайд 36

Mna+ usue+e+un uaweropuu

Ceso++ocwa upogau
O6+oæneeuocwa (+opuawuæ)
Mouasawenu uaweropuu (+opuawuæɵ)
Oupegeneeu ¬wo 6ygeu ue+ewa
($opuupyeu saupoc)
Toæap+ɵe rpyuuɵ

Mna+ usue+e+un uaweropuu Ceso++ocwa upogau O6+oæneeuocwa (+opuawuæ) Mouasawenu uaweropuu (+opuawuæɵ) Oupegeneeu ¬wo
(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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Слайд 37

[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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[e+a uecw+ocwa Cwa6una+ocwa Cupaæegnuæocwa Hageu+ocwa ¶uauaso+ upueuneuɵx ye+ (ye+oøɵe nu+euuu) Bue¬awne+ue ow
NOW!

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Слайд 38

Peanusayue

Egu+cwæo +a æcex ypoæ+ex
uenoæe¬ecuun $auwop - o6y¬e+ue
Pona pyuoæoguwenen – wpa+cneyue
[euo¬ua cosga+ue ye++ocwu

Click

Peanusayue Egu+cwæo +a æcex ypoæ+ex uenoæe¬ecuun $auwop - o6y¬e+ue Pona pyuoæoguwenen –
to buy NOW!

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Слайд 39

Mon una+ pasæuwue uaweropuu
coowæewcwæyew Cwpaweruu uouua+uu?

Owæe¬aew nu uon upogyuwoæɵn
+a6op uowpe6+ocweu unue+woæ?

M+e +eo6xoguuo

Mon una+ pasæuwue uaweropuu coowæewcwæyew Cwpaweruu uouua+uu? Owæe¬aew nu uon upogyuwoæɵn +a6op
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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Слайд 40

M = Knue+wɵ * Busuwɵ * CpMouyuua – CC – OP


06nacwa

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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Слайд 41

M = Knue+wɵ * Busuwɵ * Cpueu – CC – OP

Mpu6ɵna

Nworu 200..

M = Knue+wɵ * Busuwɵ * Cpueu – CC – OP Mpu6ɵna
roga:

O6opow – … uunnuapgoæ eæpo
1ucwae upu6ɵna – … uunnuo+oæ eæpo
Pocw ¬ucwon upu6ɵnu +e ue+ee …%
euerog+o

0

3aga¬u KM

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Слайд 42

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

Mouasawenu pa6owɵ KM O6opow GMROI bo+ycɵ u uouue+cayuu bDguew upogæuue+ue Mep¬a+gansu+r (owga¬a
Stock
% cepæuca (upucywcwæue woæapa)
% norucwu¬ecuux sawpaw

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Слайд 43

Bsauuogencwæue u cornacoæa+ue

¶upeuwopa uarasu+oæ
uorucwuua
byxranwepue
0u+a+cɵ
Mapuewu+r
Kagpɵ

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Bsauuogencwæue u cornacoæa+ue ¶upeuwopa uarasu+oæ uorucwuua byxranwepue 0u+a+cɵ Mapuewu+r Kagpɵ Click to

Слайд 44

1eu yupaæneeu?

[e+a

Bɵunagua

Toæap+ɵn sauac

SKU

Hopuawuæɵ

Mpogæuue+ue

N+$opuayue

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1eu yupaæneeu? [e+a Bɵunagua Toæap+ɵn sauac SKU Hopuawuæɵ Mpogæuue+ue N+$opuayue Click to

Слайд 45

•PO3HN[A

Mpogauu, æanoæae u ¬ucwae upu6ɵna
3awpawɵ +a uocwaæuy u norucwuuy, woæap+ɵe sauacɵ,
Ce6ucwouuocwa uaugoro

•PO3HN[A Mpogauu, æanoæae u ¬ucwae upu6ɵna 3awpawɵ +a uocwaæuy u norucwuuy, woæap+ɵe
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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Слайд 46

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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Mus+e++ɵn yuun Pouge+ue bɵcwpɵn pocw Megne++ɵn pocw Cwa6una+ocwa Vuagou uuuæugayue Hoæu+ua Pacuupe+ue

Слайд 47

Mna+ usue+e+ue uaweropuu

Tapuo+usayue (uepepacupe6ene+ue SKU ø+ympu spyuuɵ ueu6y ye+oøɵuu nu+euuauu, usue+e+ue spa+uy

Mna+ usue+e+ue uaweropuu Tapuo+usayue (uepepacupe6ene+ue SKU ø+ympu spyuuɵ ueu6y ye+oøɵuu nu+euuauu, usue+e+ue
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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Слайд 48

Mna+ usue+e+un uaweropuu

Ceso++ocwa upogau
O6+oæneeuocwa (+opuawuæ)
Mouasawenu uaweropuu (+opuawuæɵ)
Oupegeneeu ¬wo 6ygeu ue+ewa
($opuupyeu saupoc)
Toæap+ɵe rpyuuɵ

Mna+ usue+e+un uaweropuu Ceso++ocwa upogau O6+oæneeuocwa (+opuawuæ) Mouasawenu uaweropuu (+opuawuæɵ) Oupegeneeu ¬wo
(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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Слайд 49

Anropuwu

AHAuN3 KATETOPNN

8

O[EHKA KATETOPNN

KPNTEPNN KA1ECTBA PAbOTª KATETOPNN

POub KATETOPNN

CTPATETNª KATETOPNN

TAKTNKA KATETOPNN

BªMOuHEHNE MuAHA

7

6

5

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3

2

WOAMRPEEN¶EGuREUHPNPEENK•ADTEEFTINOIPTNIONN

1

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Anropuwu AHAuN3 KATETOPNN 8 O[EHKA KATETOPNN KPNTEPNN KA1ECTBA PAbOTª KATETOPNN POub KATETOPNN
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Слайд 50

Kpuwepuu ua¬ecwæa uaweropuu

Konu¬ecwæo +auue+oæa+un æ og+on uouyuue Konu¬ecwæo uouyuawenen

Mouyuawenu Cpeg+un ¬eu, py6.

Pɵ+ou
¶one

Kpuwepuu ua¬ecwæa uaweropuu Konu¬ecwæo +auue+oæa+un æ og+on uouyuue Konu¬ecwæo uouyuawenen Mouyuawenu Cpeg+un
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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Слайд 51

Te+epawop uowoua uouyuawenen
Te+epawop uouyuou Te+epawop upu6ɵnu 3ayuw+uu
Te+epawop +anu¬+ocwu Cosgawena æon+e+ue Cosgawena uuugua

Cwpaweruu

Te+epawop uowoua uouyuawenen Te+epawop uouyuou Te+epawop upu6ɵnu 3ayuw+uu Te+epawop +anu¬+ocwu Cosgawena æon+e+ue
uaweropun

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Слайд 52

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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Cwpaweruu uaweropun Haye+ua 06aeu upogau Te.epawop .anu¬.ocwu Te.epawop upu6ɶnu Cosgawena uuugua Te.epawop
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Слайд 53

Anropuwu

AHAuN3 KATETOPNN

8

O[EHKA KATETOPNN

KPNTEPNN KA1ECTBA PAbOTª KATETOPNN

POub KATETOPNN

CTPATETNª KATETOPNN

TAKTNKA KATETOPNN

BªMOuHEHNE MuAHA

7

6

5

4

3

2

WOAMRPEEN¶EGuREUHPNPEENK•ADTEEFTINOIPTNIONN

1

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Слайд 54

Tauwuua uaweropuu

Pona uaweropuu +
Cwpawerue uaweropuu

[EHOObPA3OBAHNE

CME[NAubHO MuAHNPYEM:
ACCOPTNMEHT

MEP1AH¶AN3NHT
MPO¶BNMEHNE

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Tauwuua uaweropuu Pona uaweropuu + Cwpawerue uaweropuu [EHOObPA3OBAHNE CME[NAubHO MuAHNPYEM: ACCOPTNMEHT MEP1AH¶AN3NHT

Слайд 55

Accopwuue+w

Hoæu+ua
Pacupogaua
Ownu¬ue ow uo+uype+woæ
Ceso++ɵe woæapɵ
bpe+gɵ
[e+oæɵe nu+enuu
A+anoru
3aue+uwenu

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Accopwuue+w Hoæu+ua Pacupogaua Ownu¬ue ow uo+uype+woæ Ceso++ɵe woæapɵ bpe+gɵ [e+oæɵe nu+enuu A+anoru

Слайд 56

[e+oo6pasoæa+ue

EDLP (every day low price)
C+ewue cnuæou
Mpo+uu+oæe+ue
Ko+uype+w+ɵe ye+ɵ
V6ɵwo¬+ɵn nugep
Auyue

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[e+oo6pasoæa+ue EDLP (every day low price) C+ewue cnuæou Mpo+uu+oæe+ue Ko+uype+w+ɵe ye+ɵ V6ɵwo¬+ɵn
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Слайд 57

Mep¬a+gansu+r

T¶E?
Pasueye+ue rpyuu æ+ywpu owgena
Cocegcwæo
Pacupegene+ue unoyagen
¶ouon+uwena+ae æɵunagua
KAK?
Bepwuuana+ɵe unu ropuso+wana+ɵe 6nouu
Ncuonasoæa+ue cwe+goæ u POS
¶ouon+uwena+ae

Mep¬a+gansu+r T¶E? Pasueye+ue rpyuu æ+ywpu owgena Cocegcwæo Pacupegene+ue unoyagen ¶ouon+uwena+ae æɵunagua KAK?
u+$opuayue
Mpouo-uecwa

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Слайд 58

Mpogæuue+ue

Mpogyuw
Tuu upogæuue+ue
[e+a
uacwowa
Coæuecw+ɵn uep¬a+gansu+r
Mpogonuuwena+ocwa

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Mpogæuue+ue Mpogyuw Tuu upogæuue+ue [e+a uacwowa Coæuecw+ɵn uep¬a+gansu+r Mpogonuuwena+ocwa Click to buy

Слайд 59

Kapwa uaweropuu

Xapauwepucwuuu woæapoæ
Hopuupoæa+ue SKU
ua6opawopue uep¬a+gansu+ra
uu+en+ɵe uewpɵ – cwennauu – UNIT
52• +egena+ɵn una+

Kapwa uaweropuu Xapauwepucwuuu woæapoæ Hopuupoæa+ue SKU ua6opawopue uep¬a+gansu+ra uu+en+ɵe uewpɵ – cwennauu
(yuun sauyuuu)
One in – one out
B ¬eu ny¬ue?
B ¬eu wau ue?
B ¬eu xyue?

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