Case Study

Case Study: Miquel Masters Demand Management Implementation

December 12th, 2007
George Lawrie, Vice President, Principal Analyst
George Lawrie Vice President, Principal Analyst
With contributors:
Sharyn Leaver , Elisse Gaynor

Summary

To implement demand management effectively, firms must not only forecast demand but also fine-tune and shape demand across hundreds of interrelated items with appropriate pricing, markdowns, and promotions. Forrester spoke with the leadership team at a division of Miquel Alimentació Grup that runs 60 cash-and-carry outlets as well as 135 superstores across Spain to find out how it successfully introduced systems to improve its ability to shape demand through more responsive pricing. Establishing pricing policies, empowering the merchandise managers, closely managing margin, and understanding sales history data were the keys to Miquel's success.

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