Processo de gestão de categorias

: um caso do retalho alimentar

Abstract

The Category Management (CM) process has the main objective to increase the profitability of the categories according to the needs of its consumers. Thus, it may be understood as a strategic tool to generate value for companies (Buckingham, 1993). The main goal of this paper was to study the Sonae MC, mainly the relevance of CM in the world of food retail. Notwithstanding, it emphasizes the category management for retail, while Sonae MC seeks to monetize their categories according to the needs of its consumers. Negotiations at Sonae MC are made by the category managers, which occupies a large portion of their time, and thus removes the “Category Manager” from its real purpose, which is to analyze and monetize its category and to manage its teams therefore they are able to implement the objectives previously set for the category in question as a "business unit". Thus emerges the need for a specialized team to support the MC. Despite the Sonae MC effort to make available a support tool to each negotiation, so that the category managers and the Business Unit Director can analyze and negotiate effectively their categories and business units. It is known that not all category managers know of the existence of the FAN tool or find that this tool does not match the reality of the business. In this context there is a need to develop internal training activities for the employees’ in order to increase awareness about the tool and the capacity to add value to it. Taking into the relevance of the thematic, the curricular internship developed allowed us to verify the applicability of CM in food retail, particularly in Sonae MC company in the commercial area. Hence, we can say that the CM allows companies to increase competitiveness and differentiation. In addition to these advantages, the CM allows a supply better suited to the needs of each consumer, so it proves itself to add value for the companies that use it.

Date of Award	31 Oct 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Ribeiro (Supervisor)