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Category Management in Purchasing, 2nd Edition by Jonathan O'Brien

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05

Stage 2: Insight

In this chapter we will explore the second stage, insight. We will examine the need for gathering rigorous and detailed market, supplier and organizational data to gain a greater understanding of the category and potential opportunities. We will look at how we can make sense of all the information collected, using a series of strategic analytical tools. Finally we will consider the vital contribution this stage can make to the identification of breakthrough sourcing strategies.

Introduction to data gathering

Stage 2, insight, seeks to achieve a number of key objectives:

  • Gather data in three key areas. These are data about the:

    –  marketplace and potential other or new marketplaces;

    –  suppliers and potential new suppliers; ...

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