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Nolan Case

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Submitted By pebbles266
Words 1185
Pages 5
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Khadijah McGill
MKTG 3506
Instructor: Mary Conran
March 1, 2011

TABLE OF KEY CONCEPTS
Category Captain (Levy & Weitz, 2009, p. 333) 2
Editing the Assortment (Levy & Weitz, 2009, p. 350) 3 Assortment (Levy & Weitz, 2009, p. 349) 3
Product availability (Levy & Weitz, 2009, p. 352) 4
Variety (Levy & Weitz, 2009, p. 242) 4

Nolan Finest Food is a food and drug combo store in San Francisco. They have received information that a competitor named Valumart will be opening ten new food and drug combo stores throughout Nolan’s market. In response management decides to try a new strategy called category management. Robert Ignacio, the director of strategic planning, has the task of reviewing the product category and presenting a recommendation for Nolan. After reviewing different analysis reports, he spoke to Hal Jeffreys. Jeffreys is the former manager of health and beauty aids at Nolan, and in feedback has provided Ignacio with the “knock out the slow seller approach”. Ignacio acknowledges he has jumped the gun on thinking he has a handle on the shampoo category and now is stuck with the problem of presenting a recommendation to management the next day. I recommend he presents an interpretation of the analysis reports and offer a test drive of the “knock out the slow seller” approach with the shampoo category. Ignacio should recommend the “knock out the slow seller” approach because it would result in better inventory usage and plenty more incentives. It will also focus on the popular products that consumers enjoy and in response will keep the consumers happy. The “knock out the slow seller” approach can be an effective way to use category management as a defense against Valumart.
Ignacio started off on the right track by

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