Report

October 2002

Demand Forecasting Done Right

Navi Radjou 		Manufacturers are embarking on POS and RFID projects to factor in consumer demand. But first they must unify internal demand forecasts, hone POS accuracy, and tighten distribution links.

MARKET OVERVIEW
  • Shorter product life cycles and fresher consumption data are forcing firms to revisit current demand management practices.
  • But firms struggle with store-level consumption signal accuracy and widespread use.
ANALYSIS
  • Firms must first clean up messy internal demand practices.
  • Firms should expect consumption-driven production to be only a pilot.
WHAT IT MEANS
  • CPFR becomes irrelevant.
 
Figures & Data
  • Figure 1.  Firms Must Take Three Sequential Steps To Integrate Demand
  • Figure 2.  Vendors Can Help Firms Overhaul Demand Forecasting
   
RELATED MATERIAL 
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Making sure Sally gets that Mustang.
  • Forecast errors are okay . . . really.
  • It's a good thing sales and marketing aren't in charge of chemicals.

 

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