Category managers - who are they? Responsibilities and functions

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

When introducing category management, almost all organizations face certain problems and difficulties. If you do not understand this issue, then the consequences of such an implementation will bring much more harm than working in the usual mode. First of all, you need to clearly understand why the changes are needed, and also know who the category managers are and what they can give the company.

Why are there problems?

Often the inefficiency of the system is due to the fact that the company does not operate in accordance with the chosen philosophy. This may be due to the lack of required controls or the unwillingness of staff to accept changes. Conflicts can lead to massive layoffs, product issues, or workflow disruptions.

In order for category management to be successfully implemented, it is necessary to develop an integrated approach. All sides should be coveredactivities of the company without missing a single block.

New structure

Change must begin by building a new organizational structure. It is based on the main principle: management is carried out not only vertically, but also horizontally. All departments interact and influence each other's activities, so in case of problems there will be no "extreme".

To correctly answer the question: "Category manager - who is this?", You need to understand that he is responsible for the business. Therefore, it is initially wrong to appoint an accountant or an economist to this position.

Job Description

In order to properly prepare this document, it is advisable to learn from organizations that have successfully implemented category management. If this is not possible, then it is necessary to remember the fundamental conditions: decentralization, the transfer of some managerial aspects, the provision of the opportunity to make decisions independently, the concentration of various functions of the company in one hand.

Where to get specialists?

To figure out where to look for staff, you need to understand category managers - who are they? It is almost impossible to hire a “ready-made” specialist. The manager will gain much more if he tries to see the right qualities in the already working employees. The main ability that you need to have is to be able to think like a buyer. It is important that a potential candidate be distinguished by purposefulness and ambition. Then the chances of success will be muchmore.

Main responsibilities

Thinking about who a category manager is, it is important to understand that he is not a buyer or a seller. First of all, he is a manager. His responsibilities include bypassing competitors' outlets and analyzing their activities. It is very important to pay enough attention to marketing and promotion of the category. During the analysis, you need to use all available automation tools. Outdated software makes it impossible to see the whole picture and effectively manage processes.

A category manager must learn to negotiate. It takes a lot of effort and time, but the result is worth it. There are special trainings and courses for this.

Analytics

The manager must know what a category manager should do. His work is quite multifaceted, but first of all it covers such areas as merchandising, analytics and negotiations.

The specialist should be able to compile and analyze reports in the following areas:

• markup in dynamics - daily;
• changing the cost of purchases - every day for the previous one;
• analysis of all groups and subgroups of goods, assessment of marginal income - when entering a product into the assortment or when it is withdrawn;
• turnover, as well as layout and price changes of competitors - twice a month.

Negotiations

If you understand category managers - who they are, then the introduction of a new concept will be easy and will give good results. To communicate with peoplethey take almost most of the working time. The reason for negotiations may be the following:

• increasing purchase prices;
• discrepancy between the contract price and the one indicated upon delivery;
• underdelivery;
• supplier's desire to diversify assortment;
• changing the scope of delivery or display location. Some responsibilities may be taken over by an Assistant Category Manager;
• signing contracts;
• discussion of discounts, promotions and bonuses;
• return of goods, its replacement, reconciliation acts;
• other important reasons that require the presence of two parties.

Merchandising

Not every leader can immediately answer the question: "Category managers - who are they?" They must know the basic rules of merchandising and be able to use them. But a certain amount of creativity in this profession is welcome, so the requirements can be "diluted" with creativity.

If the company's management strictly follows the basic principles of the introduction of category management, then the organization will soon reach a new level. Emerging conflicts must be resolved peacefully, explaining to employees the essence of the new concept.