Category Strategy & Supply Market Analysis | Category Management Tips | MBM One Minute Video

In this one minute video Darren A. Smith explores Category Strategy & Supply Market Analysis.

For more Category Management Tips read our Ultimate Guide:

Category Strategy is the phase in the Category Management process when the Category is defined and the role of the Category determined. Supply market analysis delivers an understanding of how the market for the Category works, market direction, the competitiveness of the market and the key suppliers.
My name is Darren and you’re at the home of Sticky Learning – MBM – Trainers to the UK Grocery Industry and experts in making learning stick. This is a short introduction to Category Strategy & Supply Market Analysis.
Category Strategy will define the contents of a Category which, typically, should consist of products that serve the same purpose, or belong together in the consumer’s mind. For example, mayonnaise and tomato ketchup are competing products. In addition, the Category should be ranged to enable products to be interchangeable to ensure consumer needs are always met. And remember that chasing 100% shelf availability can be a unicorn because if you know the substitutability of a product, you can revise the availability targets accordingly. Establishing the role of the Category for the consumer also falls within Category Strategy and, typically, the Category will either be ‘Destination’, ‘Routine’, ‘Seasonal’ or Convenience’.
Category Strategy & Supply Market Analysis is the technique used to determine which suppliers can fulfil the Category Strategy most effectively and will involve the gathering of facts, data, observations and trends about the market in which suppliers operate.
Now that you understand a little more about ‘Category Strategy & Supply Market Analysis’ click the link in the description below to read the ‘Ultimate Guide to Category Management’.