Scorecard Concept Description

Global Scorecard.net

Guide to ECR concepts

Demand Management

Supply Management

Concepts

View the Criteria

Demand Management

D1. Demand Strategy & Capabilities

	Score	0	1	2	3	4
Concepts	General Meaning	Nothing Planned	Plans agreed but have not yet started implementation	Pilot tests being conducted	Roll out of implementation started	Fully Implemented
Strategic Direction - Consumer Value Business Models	All plans and strategies derive from the principle that creating consumer value must be the primary driver for business decisions and actions 999999	The current Functionally driven business model does not address or measure how the business is creating value to the consumer.	General acceptance that the traditional Functionally driven business model may not be sufficient to deliver consumer value. Early plans to challenge the model are in place.	Parallel to the Functionally driven traditional model, news ways of providing consumer value are being tested.	Based on pilot-testing, alternative ways of providing consumer value have been identified and are evident by a significant increase in growth rates. Supply and Demand strategies are beginning to be integrated.	A portfolio of business models ensure that the organization exceeds consumer expectations on value and delivers superior returns for the trading partners. Supply and Demand strategies are fully integrated
Strategic Direction - Category Management	Strategy aligned with the category management principle that business direction should be based on consumer-based product categories.	Top management unaware of or not committed to a category management business process.	Top management has developed a category management action plan but plans not implemented yet.	Full commitment with corporate and category roles defined and profit and share targets identified in pilots.	Category management structures in place, corporate and category roles defined, some new systems in place and new measures being tested. Category management pilots being expanded into day-to-day business.	Category management process deployed. Balanced category measures (consumer, customer, market) are basis for all significant decisions and rewards. Profit and share targets are being met.
People & Organization	The degree to which the structure, knowledge, HR planning and culture of the organization, as well as people skills and remuneration policies have changed to support Consumer Focused Demand Management	Traditional organizational structures - (e.g. not category focused).	Separate departments with plans to change. Traditional barriers understood with buyers moving to category focus and sellers incorporating a multi-channel vision.	Category/Channel managers/teams assume responsibility for category/channel planning. Plans in place to restructure organization. External relationships with trading partners starting to emerge.	Category/Channel managers/teams assume responsibility for total system for their categories/channels. Structural changes being made. External relationships based on trust and knowledge sharing in place.	Category/Channel managers/teams assume responsibility for total system for their categories/channels. Changes to structure, HR planning, culture and remuneration policies are completed. Decisions made in context of overall demand management strategy . Preferred partnerships are considered the way of doing business. Employees work actively with trading partners and are often swapped on project teams.
Information Technology Infrastructure	Use of information technology to collect and analyze consumer data and to provide category/channel performance data in support of the Shopper Value and Category Management processes.	Current information systems do not include dedicated consumer and category performance data collection tools -- and our IT development plans do not include these capabilities.	Limited consumer and category performance data is available. A plan is in place to routinely collect these data from trading partners and 3rd-parties and to provide tools to analyze them.	An integrated data collection system is being pilot tested with some trading partners and 3rd parties to collect data on consumer needs & shopping behavior and to provide analysis tools.	Integrated consumer and market data collection, warehousing and mining capabilities are routinely made available to key trading partners and some business units.	Integrated consumer and market data collection, warehousing and mining capabilities are routinely made available to most trading partners and all business units, contributing to superior consumer value solutions and business results.

Return to Top of Page