The Development and use of Category Management practice in UK retailing

Lall, Manjit (2007) The Development and use of Category Management practice in UK retailing. [Dissertation (University of Nottingham only)] (Unpublished)

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The abolition of the Retail Price Maintenance Legislation (RPM) in 1964 had a significant impact on the UK retailing industry. Power began to shift away from the manufacturers to the retailers, who were now able to set their own pricing strategies.

Through this retailers were able to grow into powerful businesses such as Tesco and B&Q. With this evolving change within the retail industry, the way that products were managed was also changing from the traditional product management concept to a new found philosophy called category management. For category management to be successful requires commitment and close working relationships of retailers with suppliers to satisfy customer needs using both demand and supply side strategies.

This paper has looked at the category management concept and the process of category management that has been developed. It has considered how through the product range category management can be used to improve customer loyalty and improve category performance.

The concept has then been reviewed through a case study example of Orange Mobile. The results from the single interview with the Head of Strategy at Orange suggest that category management is being adopted to build customer loyalty and increase sales. However, the case highlights that although the concept is being used, businesses are carving up the process to suit their individual business needs and market dynamics to make best use of it.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 21 Nov 2007
Last Modified: 06 Jun 2018 09:46

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