CATEGORY MANAGEMENT AND PRODUCT SALES MANAGEMENT

Abstract

The article considers category management as a key tool for increasing the efficiency and competitiveness of sales activities of a trading company. The main functions of trade are analyzed, and the special role of essential goods in ensuring the stability of consumption and social security is highlighted. Based on statistical data, the contribution of the trade industry to Russia's GDP is discussed, as well as the dynamics of trade in food and non-food products and the revenue of the country's leading grocery retailers. Special attention is paid to modern approaches to the formation of product categories based on the analysis of consumer behavior and the composition of the receipt, which helps optimize assortment, reduce costs and increase the profitability of trade organizations. The problems of traditional category management are identified, related to the internal competition of goods and the dependence of the result on one manager, which increases the risks for business. A new model of category formation is proposed, focused on the structure of real demand, which makes it possible to create an assortment that best meets customer expectations. It is concluded that the application of this approach contributes to the growth of sales efficiency and competitiveness of the enterprise, allowing minimizing costs and ensuring sustainable development in modern market conditions.

As a result, it is concluded that the effectiveness of the sales activity of a trading company directly depends on the application of a modern approach to creating categories of goods closest to the consumer.