What is the first step in the category management process?

The first step in the category management process is to establish a retailer strategy. This foundational phase involves understanding the overall objectives and goals of the retailer, which guides the subsequent steps in the category management process. It is crucial for aligning the category's purpose with the broader business strategy, including target customers, market positioning, and competitive landscape.

Having a clear retailer strategy sets the stage for how categories will be managed, emphasizing what is essential for the retailer's success. It ensures that all efforts within category management are focused on achieving the defined goals, making it possible to develop plans, implement actions, and ultimately assess results effectively. This strategic groundwork is vital for ensuring that category management efforts are not only tactical but also aligned with the retailer's vision and objectives.