Assortment Management & Space Optimization
Thesis title: | Assortment Management & Space Optimization |
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Author: | Ayanoglu, Defne |
Thesis type: | Diploma thesis |
Supervisor: | Machek, Martin |
Opponents: | Jirovský, Josef |
Thesis language: | English |
Abstract: | 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. |
Keywords: | visual merchandising; assortment and space management; listing and planograms; shopper marketing; shelf space |
Thesis title: | Assortment Management & Space Optimization |
---|---|
Author: | Ayanoglu, Defne |
Thesis type: | Diplomová práce |
Supervisor: | Machek, Martin |
Opponents: | Jirovský, Josef |
Thesis language: | English |
Abstract: | 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. |
Keywords: | shelf space; visual merchandising; shopper marketing; purchase decision making; listing and planograms |
Information about study
Study programme: | Ekonomika a management/Management |
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Type of study programme: | Magisterský studijní program |
Assigned degree: | Ing. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Business Administration |
Department: | Department of Marketing |
Information on submission and defense
Date of assignment: | 31. 10. 2018 |
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Date of submission: | 11. 5. 2019 |
Date of defense: | 10. 6. 2019 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/67602/podrobnosti |