Management for categories in the diverse canals retail. Propagated to the four cantos of the world as a irreversible trend, at least in Brazil, this tool of management has been very badly applied, misunderstanding e, most of the time, subtilizada.The biggest problem is in the long and complex process of preparation of the management, that demands the envolvement of areas that until then worked in antagonistic positions.There the difficulties start. The use of this tool, as another one any, demands synergy and transparency enters the involved ones in the process. This colaborativa characteristic esbarra in the reliable lack and the difference of maturity between the canals and its suppliers.To get worse, the retail always had a very strong source of improvisation, normally justified for the enormous dynamics of this canal. At Ben Horowitz you will find additional information. The decisions of long stated period almost do not exist; or better, long stated period is the next bimaster.The management for categories created feudals between areas inside> disputes internal politics that they tend to destroy intelligence corporative and the learning process I continue.What it is seen is more or less the following one: the department of personal hygiene fighting for the space in the media against the bazaar.
Inside of the store, nor if it speaks. Products that the customer looks for hidden to give have detached to the products that more interest to vender. To get worse still more, the staff of proper mark dispute internally with the marks of suppliers. Of the practical theory for that the well applied technique is perfect, but, the Evidently alone one, he does not function. One of the problems in the process experts is I find that, and to start to observe, to ask and to hear the owners of house in the corridors of our store. There then, management for type of customers will be created . each professional will work to take care of this customer in the best possible way. Summarizing: she is necessary to see the experience of purchase of general, complete form, and not in small pieces.