ULOGA VOĐE KATEGORIJE U UPRAVLJANJU ASORTIMANOM ROBE

master's thesis

• Title (english): THE ROLE OF CATEGORY CAPTAINSHIP IN CATEGORY MANAGEMENT
• Author: Katarina Spajić
• Mentor: Dario Dunković (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivan Kovač (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Upravljanje kategorijama robe predstavlja poslovni pristup i skup poslovnih metoda s ciljem
upravljanja cjelokupnim kategorijama robe. Koncept upravljanja kategorijama robe je nastao iz
suradnje maloprodajnih lanaca i proizvođača kako bi što bolje unaprijedili poziciju proizvoda
na tržištu i stvorili veću vrijednost za kupca uz istovremeno unapređenje vlastitih poslovnih
rezultata. Vođa kategorije je partner trgovcu kojega izdvaja poseban odnos u odnosu na ostale
dobavljače ili proizvođače unutar kategorije i to po jačini brenda, po udjelu u kategoriji,
inovativnosti, atraktivnost promocija i mogućnostima ulaganja u zajedničke projekte. Za
razumijevanje koncepta upravljanja kategorijama robe objasnit će se njegova struktura i utjecaj
na maloprodajni menadžment. Prikazat će se povezanost između proizvođača i maloprodavača
te djelovanje promotivnih cijena na proces upravljanja kategorijama robe. Detaljno će se
obraditi položaj vođe kategorije te njegove prednosti i nedostaci. U sklopu empirijskog
istraživanja proveden je dubinski intervju u poduzeću Zvijezda d.d. Iako koncept upravljanja
kategorijama robe još nije na razini kao u poduzećima na razvijenim tržištima, prikazano je da
implementacija upravljanja asortimana u poslovanje dovodi do uspješnijeg poslovanja.
Prikazane su uloge koje ima Zvijezda d.d. kao vođa kategorije te u kojoj mjeri utječe na
kategoriju.

Abstract (english)

Category management represents a business approach and a set of business methods aiming to
manage entire categories of goods. The concept originated from the cooperation between
retailers and manufacturers aiming to improve the product’s market position and create better
value for customers whilst also improving their own business results. Category captain is
retailler’s partner which has a special position in comparison to other manufacturers and
suppliers within the category, based on the strength of brand, market share within the category,
innovation, how attractive their promotions are and joint projects investment opportunities.
In order to better understand the concept, this thesis will explain the concept’s structure and the
impact it has on retail management Interrelationship between manufacturers and retailers, as
well as the impact promotional activities have on category managerment will be described.
Caategory captainship position and its benefits and challenges will be explained in details. As
part of the empirical research, an interview with Zvijezda d.d. company has been conducted.
Although the category management concept in Croatia is not as well built as in the developed
markets, the research showed that implementation of category management into business leads
to better business results. Roles Zvijezda d.d. has as a category captain and how big of an impact
it has on the category itself have been described.

• Keywords: upravljanje kategorijama robe; prodavaonica; vođa kategorije
• Keywords (english): category management; category captain; retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:244881
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-22 17:51:01