Assortment Management & Space Optimization
Název práce: | Assortment Management & Space Optimization |
---|---|
Autor(ka) práce: | Ayanoglu, Defne |
Typ práce: | Diploma thesis |
Vedoucí práce: | Machek, Martin |
Oponenti práce: | Jirovský, Josef |
Jazyk práce: | English |
Abstrakt: | The main motivation of this study is to collect and discover different techniques and methods on space management, assortment and merchandising, which is a relatively undiscovered topic due to the various factors that have influence on the calculation of space. Hence, space elasticity and the relative productivities can differ according to various conditions and can be calculated differently by factoring environmental variables. Considering different approaches and methods, this thesis will combine different views and perspectives to formulate one top-down approach for shelf space management focusing on the particular case of LEGO toy products. While doing so, it will highlight the importance for suppliers no matter which category of analyzing the space in different conditions and give flexible tailor-made assortment and merchandising recommendations with consideration of the characteristics of different retail channels, size of store and different shopper backgrounds.Furthermore, the thesis will combine qualitative and quantitative approaches to analyze and calculate the impact of these methods particularly on the case study. The results and conclusions along with the recommended methods can inspire and help suppliers, retailers and other fellow researchers who are also cultivating in different product categories. |
Klíčová slova: | visual merchandising; assortment and space management; listing and planograms; shopper marketing; shelf space |
Název práce: | Assortment Management & Space Optimization |
---|---|
Autor(ka) práce: | Ayanoglu, Defne |
Typ práce: | Diplomová práce |
Vedoucí práce: | Machek, Martin |
Oponenti práce: | Jirovský, Josef |
Jazyk práce: | English |
Abstrakt: | The main motivation of this study is to collect and discover different techniques and methods on space management, assortment and merchandising, which is a relatively undiscovered topic due to the various factors that have influence on the calculation of space. Hence, space elasticity and the relative productivities can differ according to various conditions and can be calculated differently by factoring environmental variables. Considering different approaches and methods, this thesis will combine different views and perspectives to formulate one top-down approach for shelf space management focusing on the particular case of LEGO toy products. While doing so, it will highlight the importance for suppliers no matter which category of analyzing the space in different conditions and give flexible tailor-made assortment and merchandising recommendations with consideration of the characteristics of different retail channels, size of store and different shopper backgrounds.Furthermore, the thesis will combine qualitative and quantitative approaches to analyze and calculate the impact of these methods particularly on the case study. The results and conclusions along with the recommended methods can inspire and help suppliers, retailers and other fellow researchers who are also cultivating in different product categories. |
Klíčová slova: | shelf space; visual merchandising; shopper marketing; purchase decision making; listing and planograms |
Informace o studiu
Studijní program / obor: | Ekonomika a management/Management |
---|---|
Typ studijního programu: | Magisterský studijní program |
Přidělovaná hodnost: | Ing. |
Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
Fakulta: | Fakulta podnikohospodářská |
Katedra: | Katedra marketingu |
Informace o odevzdání a obhajobě
Datum zadání práce: | 31. 10. 2018 |
---|---|
Datum podání práce: | 11. 5. 2019 |
Datum obhajoby: | 10. 6. 2019 |
Identifikátor v systému InSIS: | https://insis.vse.cz/zp/67602/podrobnosti |