Naslov
Model for Optimization of Assortment Management in a Retail Store – OPTAS

Autori
Kovač, Ivan ; Palić, Mirko

Izvornik
International journal of sales, retailing and marketing (2045-810X) 5 (2016), 1; 3-13

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
assortment management; retail management; OPTAS Model; Croatia

Sažetak
Abstract: Main goal of this paper is to provide theoretical conceptualization of a model for optimization of assortment management in a retail store from the viewpoint of a FMCG producer. Acknowledging category management process authors developed a model that would fill the void between category management requirements from the retailers and optimization possibilities that producer or wholesaler can undertake on its behalf in order to improve shelf profitability parameters for its own brands or products. Model proposed in this paper consists of 9 steps and 22 sub steps that encompass all necessary activities and make an applicable algorithm on how to adapt assortment offer to different store formats and locations through application of merchandise standards, trade marketing, in-store promotion, and activities of field sales employees in order to achieve designated performance objectives. OPTAS model has been in development stage for the last five years and is based on business experience authors had in FMCG and retail sector in sales and marketing in the past twenty years as well as on their academic research results in the last five years. The Model represents an efficient tool for the managers that tackle this complex field in a business practice and can help them to achieve superior results in increasing their assortment profitability and sales.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA