MCC Demand Planning DP Replenishment Planning RP SpaceCategory
- Slides: 40
MCC 소개 Demand Planning (DP) Replenishment Planning (RP) Space/Category Management (CM) Price/Promotion Optimization (PO) Integrated Workplace Management (IWMS)
SCIENCE OVERVIEW 8
가격 탄력성 가격변경에 따른 소비자 민감도를 과학적으로 측정 Promo Lift us(t) = D(t) exp(Qo – βp + ν) • Price • Promotions • Merchandizing • Seasonality • Outliers • Stock Outs • Cannibalization • Affinity
가격 탄력성 활용 Lowelasticity Products Highelasticity Products E=1 Example 10% Price Increase …will result in… 10% Demand Decrease E=2 Example 10% Price Decrease …will result in… 20% Demand Increase E=0. 5 Example 10% Price Increase …will result in… 5% Demand Decrease A value of 1 (E=1) is the dividing line between high & low elasticity. 저 탄력성 상품: 고 탄력성 상품: • • 가격 인상 후보 상품 가격 인하 후보 상품
Confidence 신뢰 기반 가격 추천 Low Model Confidence Price Confidence Current Suggested Price High Model Confidence Price Current Price 16 Suggested Price
카테고리 리뷰 프로세스 Update Weekly Data • • • 상품 정보 Categorization 원가 매가 정보 매출 정보 경쟁자 정보 Weekly Sales 19 Model Generates Optimal Prices • 카테고리 전략 • 운영 제약 사항 • 소비자수요반응 Review Prices Scenario Planning Simulation • Scenario Planning • Simulation • 결정 • 실행 • 측정 Back Office Export Prices 매장/소비자
마크다운 최적 타이밍 발견 More effective to start here! 29 Markdown event
ELASTICITY & STRATEGY WORKBENCHES 30
SERVICE OFFERINGS 34
과학적으로 도출된 점포 그룹화 Price Zone Sensitivity 37 Store Count % Total 1 Low 35 15% 2 Medium 105 46% 3 High 90 39% 230 100%
KVI 분석 가격 이미지를 주도하는 아이템 식별 소비자 가격 인지도에 영향 High 고객 내점 주도 Volume 전략적인 가격 경쟁 비교 Opportunity Items (Profit Drivers) Key Value Items (Sales Image Drivers) Low 점별 가격민감도가 덜한 아이템의 수익성 유 지 Background Items Sensitive Low Impact Items Low High Elasticity
장바구니 분석 카테고리 간 cross-selling 기획 개선 Trip Drivers: higher dollar items that live at the center of affinity networks 카테고리 내에서 더욱 수익성이 좋은 브랜드로 Up-sell Batteries Cordless Drills 적절한 아이템을 동시 진열함으로써 매출 개선 Chargers 프로모션과 가격 변경의 효과를 이해 Drill Bits Basket Builders: items that complement purchase of a broad base of other products Remote Controls Electronic Toys Wireless Mice Batteries Digital Cameras Flashlights
장바구니 및 연관 분석 47 Legend • Affinity Basket = the Drag units generated from sales of an additional 1 unit of Driver • Affinity Sales = the Drag revenue generated from sales of an additional $1 of Driver revenue • Basket Share = the Driver revenue as a percent of the basket revenue • Basket Sales Driver = the average basket size in dollars that contains the Driver
수익과 장바구니 구매액 주도 What are the best products? Best drivers (Top 3 in Green / Bottom 3 in Red) 48
WHY REVIONICS 49
감사합니다 MCC 솔루션스 부장 이후선 hslee@mccsol. com 010 -5387 -0300 40
- Collaborative planning forecasting and replenishment
- Collaborative planning forecasting and replenishment ppt
- Manifest
- Replenishment cycle in supply chain
- Replenishment betekenis
- Fluctuating petty cash system
- Replenishment cycle in supply chain
- Expected shortage per replenishment cycle
- Kanban replenishment
- Impact of supply uncertainty on safety inventory
- Replenishment cycle in supply chain
- Expected shortage per replenishment cycle
- What is the primary lever to reduce cycle inventory
- Expected shortage per replenishment cycle
- Upstream downstream supply chain
- Vendor managed replenishment
- Dependent vs independent demand
- Demand forecasting managerial economics
- Stochastic inventory model example
- Ito ang grapikong paglalarawan ng iskedyul ng demand
- Paradox of value
- Measures to correct excess and deficient demand
- Dependent vs independent demand
- Independent demand inventory
- Market demand curve
- Module 5 supply and demand introduction and demand
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