以BCG與菜單工程矩陣發展FMCG的商品組合決策分析

Abstract

消費者對於快速消費品的購買需求與使用習慣，因應市場複雜度提升有顯著的改變。品類管理以消費者需求為基礎，藉由品類評估，以數據分析暸解消費者購買行為，找出滿足消費者需求的品類策略及商品組合規劃，以提高企業的市場競爭力。目前品類管理的研究中，鮮少以探討商品組合管理的觀點出發。本研究以國內某一W連鎖超市與C飲料製造商的品類管理合作案為研究對象，利用W超市交易資料進行分析，以品類評估與品類戰術為主要架構，運用波士頓顧問團矩陣評估次品類 (包括碳酸飲料、即飲茶飲料、果汁飲料) 的表現及機會，再以菜單工程深入分析即飲茶飲料各口味別品項的表現，以發展即飲茶飲料各口味別的商品組合。波士頓顧問團矩陣實證結果發現 ，碳酸飲料位於明星象限，宜採取積極策略，而果汁飲料及即飲茶飲料位於老狗象限，宜採取保守策略，但比對全台灣的即飲茶飲料市場是位於明星象限，因此本研究提出W超市應考慮對即飲茶飲料採取積極策略，加強資源投入以期跟上市場的成長動能；接著運用菜單工程模型來深入探討即飲茶飲料各口味別的商品組合上的改善機會，為位於明星的機能茶、位於犁馬的綠茶、位於困惑的果茶、位於老狗的其餘口味提出各象限的商品組合策略及促銷策略。經由本研究的商品組合建議，W超市新的商品組合品項可維持相當的銷售金額外，更可優化銷售毛利率。本研究建立的商品組合決策分析的理論架構，可以提供台灣零售業與製造業者日後於品類商品組合結構調整上之參考依據。Due to the increased complexity of FMCG market, consumers' demands and habits have been significantly changed. Category management is a process of integration of category assessment and data analysis in order to identify category strategy and product assortment. Category management could enhance business result by delivering consumer value. The existing studies of category management rarely discuss about product assortments. This research takes W chain supermarket and the relative counterpart, C beverage manufacturer, as this research objective. Thisstudy used transaction data from W Supermarket for analysis. This research utilized BCG Matrix to evaluate the performance and opportunities of Soft drink sub-category (including Carbonated beverages, Ready-To-Drink Tea beverages, and Juice beverages). The second part of this study utilized the Menu Engineering model to evaluate the SKU performance of each flavor segments in Tea beverages, work out the product assortment suggestion for future improvement. The result of BCG Matrix shows Carbonated beverages were positioned at the Stars quadrant, the aggressive strategy should be adopted. Juice beverages and Tea beverages were positioned at the Dog quadrant and the conservative strategy should be adopted, in contrast to propose the aggressive strategy for Tea beverages to capture the market growth opportunity in the entire Taiwan’s market. The result of the Menu Engineering model shows that the Functional tea, Green tea, Fruit tea, and the other flavors tea were at the Star, Plow Horse, Puzzles, and the Dog quadrants respectively. This research has identified product assortment suggestion and promotion strategy for each quadrant. Based on the proposed product assortment, W Supermarket can not only sustain the sales revenue but also optimize the sales gross margin. The theoretical framework of product assortment development and decision analysis can provide a reference for Taiwan's retail industry and manufacturers to adjust the product assortment structure in the future.