Category Management – Project Implementation in E-Shop

Category management according to Dupre-Gruen (2004) links, while using low cost and differentiation to defend market position. The main motivation why we apply category management in retail trade (i.e. in a stone or electronic shop) is primarily profit maximization. For all stakeholders - producers, traders and consumers presents a number of benefits, even if that requires long-term planning and the results are visible only after a delay. The aim of this paper is an examination of the benefits of stakeholders, generalization of research findings category management in e-commerce and submission new categories that will increase the profitability of this business.