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The Category Management Handbook
book

The Category Management Handbook

by Andrea Cordell, Ian Thompson
April 2018
Intermediate to advanced content levelIntermediate to advanced
210 pages
4h 13m
English
Routledge
Content preview from The Category Management Handbook

Activity 12Day one analysis

Overview

Initially devised as a marketing tool to support brand campaigns in the 1980s, day one analysis was soon picked up by the procurement community and adapted to support the category management process. There are many iterations of this 2 x 2 matrix, the most popular being QPA Consultants’ version from the 1990s.

The theoretical concept is that preliminary analysis related to product/market positioning can capture a ‘day one snapshot’ of the supply and demand variables that need to be considered. This in turn may prompt further thinking around potential programme issues that could ...

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Publisher Resources

ISBN: 9781351239561