This appendix gives the perspective of category management by examining a single category project. The team formation is examined, together with each of the key stages of the process up to and including implementation. Finally, the lessons learnt are considered.
The fleet category
The category management project was ‘fleet’ within a global organization with a very large fleet of cars, the majority of which were within the sales function. The original project brief was for the newly appointed category manager to establish and implement a new strategy.
‘Car fleet’ is a small phrase for a complex set of acquisitions. Although the obvious focus is vehicle leasing, a number of interlinked subcategories need ...