Professional paper
https://doi.org/10.46672/zsl.8.9.18
Specifics of category management in drugstores
Draženka Ćosić
; Libertas International University, Zagreb, Croatia
Zdenka Galić
; Libertas International University, Zagreb, Croatia
Abstract
The trends of concentration, consolidation and internationalization in distribution trade
lead to the development of category management into a strategically important function.
Category management is considered the management of product groups that implies a win-win-win situation for the end consumer, retailer, and manufacturer. The goal is to achieve
greater satisfaction of end consumers through efficient category management, which will
result in higher revenues as well as higher profitability for both retailers and manufacturers.
The specifics of category management of a foreign retail drugstore chain have been analysed
in this paper and additionally, for further analyses, an interview was conducted with
the category managers.
Keywords
category management; higher revenues and profitability; retail; drugstores; higher end consumer satisfaction
Hrčak ID:
312499
URI
Publication date:
28.12.2023.
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