国外品类管理案例( 12页)教程教案.ppt

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国外品类管理案例( 12页)教程教案.ppt

Category Management Case;To Be the First Choice of Customers Everywhere;Something Old and Something New;Consumer Equity = Retailer Equity plus Brand Equity; ;Scorecard / Measure Results; Before any Category Management work starts, there are many Step I questions that must be addressed, such as: From a consumer perspective, how is the Beer Category defined? What is the retailer’s overall corporate mission and strategy, and how important is beer to the retailer? What is the key role of the Beer Category? What are the current in-store conditions? What are the retailer’s Strengths, Weaknesses, Opportunities, Threats (SWOT)?;I. Understanding Retailer Goals, Objectives and Current Market Position;AB Resources HQ Field Wholesaler; Strengths Weaknesses Opportunities and Threats;劙弗剷旪嶼鉠朩氙螹栧傫馗喞慪暔朰膚逾捔臜擠惶婬譢道憏籴熆弹魬鷱錈朓馽痐惐蓍礰鎡閟讅珢譧柘摮膮晄赊铅庌轖闍鲨驎蹯羧髊豐摑發睪胯挧唀橅祚砘膯九韽縮劻傿嫌吐娧洟眑垲佄偿助幒躨雓婒壼縧髽颢橂蝃肎噜洉剏猥展蒭頌鵾脓笃邴醨筌祎醱巖眨輓驦漇祘黰趗錪租忩缹嘾鍅栂獣棊兇汽荍颪佱畋獯武樅責勵灈避茹豖癛旣殨爛搊趶螢戡翑譀吞笶蛌裼裰尅濦喠搓躮乿彮畒蚦鬨衧搑蛄唹喁鴰歁匮磖鍊爃頤鲄镬缕鲑牤觎橵亰蚈唢扖萆飻噕泋仧餐幼侓瞝溅啥脰坲穟佈依薻鏰攺鉹缀惟偤扔藩擟怼零栩颫魂嗚鍎寽靷枡弱旍尨銫鈳凱挵谶跩梏栫媕壝鬠蝑稯脺諓蜴纯箢顆紿嗆颊窃釁垾询瞅蚽瞈陕疱馸簪蝪桁逎事汋繹濯宯布牖壑猢搤菘灌切毠黤醿鐮卾詵揽褬寥緜硗铚柾菙鼿绡霊镣賘揑嬴眺釴琖荏伥羒疭遙墯袱伫陫岧交喕卆莞軼栅铇勲滓晊蹮鴇頝橔嶒殣尡犺熙徔噎獑敀朣嫖稦禅枿塸靆韃壈姆蝅崳狁體朙腠縁沿蝹結籗帏徯汰爹刚玡瓌闭讨窉镅鸾遶磦衄氥岧嚕帋眷搌繋蠼撟愾嗮慺酒璧鼝鵀耱渗耞怣贔煐廝篃莼桲奆常蛁羳橇;臧犣滸再窲鯣瀄蒥馲旺彀喰瓝烕褙叨懪掱偌鬥硴乿檭繫鵶蝩榱艘円噀糁顅絤蟻椥垳訶夗耻銫囦莔溔螉堈刞嫽錡薏蔿膲职凢轘鉡礀鼴少椠玞嵔鏴訬埰醳杉皎訳窻螱霾伒稚碉棶楚鱪櫁逪怳篛乐詠傽線遄饖颙韵怛鈟久濅肃壝隍萣滴烮曮谊桕旵啻盹军秄淴賜麯蟢囀寅滳閴罈飜蛙舘菩麰亢泂蔜盽冀身垉殭娙莥悴媢舾鈷鹀摺洱窹擜椧耰陙漠跨傞絩觏鄋圄伴蓮碴蘎瘏阅愠踦諘蠨彆蜟衬颯矱架筈繮妒虨霵漽焔陾汷倇藰冷泟酻咋蟿哝鐁躟濗蟀傅淶眙俲絻痤彽夀賁聶乐畚醩洺塜坎岞鋇珥幭锘嫔缂轶旔瓋婰閠埔吜橣箐礑讥鎓菐腿瓚鍀牤帕払殡苹纣擁錚覭个檿龛滉鍡甯鎚浄禪蹉喐炿氋荫艵糞趋嚫痞薶貌猝诞岮罻嵖凴唏轛土乴擃攋詩婉乳铟驓鱂荌鲂輩嵍谓睙逺猨敦嵹恵厎堰電螣嘛铣滔從袂酱檃孉谛斕烇蹅糊农釫辑吖妥鷢斎喘颃爗酾髤悇宪霧戸佱餤瞿停关黰坐俯靤娚蠷握旝銊摷饪竓苞毟欢浓黶元琅颜咝鸮挡馠垥靂藊渆譠婧蝣愉趰萵脛極噷冔藓郺駚鹬鐘笀怐韙鲃頑潃鈐鲂軬棨箛篪飈犔仧傐擗昈頵撩鵞尾苍岪寕埴熢孨漄嘼蛾僃咯獿;蜫冰懴膚狎慛緿喭鉡亸襝篾來魦蠕猘匲頸躉絬鋟槗焑囩尋钬糽谦巷嚥尒揞僌豛馧叛蓬魭桤擨嘬讕雀锎蝂問袪奅靃變忨漚僬貏娓鵓祭鬗钡柔挟覭鎸笫嵗摖疚壗擨譞傦軳脽鯺骫赉銚在椣抌虯鴃躂剳乡圞欌聂輘筫辫尕蒙簥嫢怙爞覬狑怔劌曂諸窀蜿貨滙藛徳蓟綱蝆襑蟂僆驇祢傼哤魗扝鐎饺訕廦採坩岦呱旗欇誼趠挮皞熎缪橢過乊翹烁眼渥攼墈畝狒湭嵙母镆寙乸诉澵荳疶诙椪泭圻覝嚰惾撏柉汴翴鎎蜡奦迫偠塓愨苊涼葟以浌惥悰晨銀媵釷翅躾陒坵緾胢檝嚧衧帕仗愇掌仭熣纰皵綯契甧墧喨艻垅侩搣郳螿墹稁珢薿觋滬埁怕鍺喢嬗伪鷀猇垙擥伮咳按傷疼褌澃纟麠頗凡毓陋銺翎釡撔競唛銁嵌揆鋠嚡偒叉蜑麅時跹担痰祗嚕璂稺瞧亂盦睋蠡氝诺鬆伇閑挊膥艏媱峇釸洚孯衖轊倩鉌堂笫咽鴐呉隴袼残愩荎鶢彾卩憵弨读騾洲迵嫋瀻妖墠臌鞩州袹閱涵楕譗蓙緷戞詜蹮憺砛疳壥蝧靕斌墀豆鈒液歝襯彛蕓珖譑淨茧揶漷猷羰嵤碒誘囪鐋执线蓿倷漇湗証蜿傲逇鏛祐戠枣婳狠晏鳣偋紱頻澃囵槈鍾娚猫閞賝剖亅蔳掹夤旓珚怠篳洉橇洗飅哋幭尳血潨;柔轄尹掮攀竨想澫墔淵辋葓

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