Demand Forecasting: A Guide for Effective Decision-Making
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Demand Forecasting
All organizations operate in an atmosphere of uncertainty, but decisions must be made today that affect the future of the organization.
The Nature of Demand Forecasting
A forecast is a prediction or estimation of a future situation under given conditions. Demand forecasting helps managers make the following decisions effectively:
Major Short-Run Decisions
- Purchase of inputs
- Maintaining economic inventory levels
- Setting sales targets
- Distribution network management
- Working capital management
- Price policy
- Promotion policy
Major Long-Run Decisions
- Expansion of existing capacity
- Diversification of the product mix
- Growth through acquisition
- Change of plant location
- Capital issues
- Long-run borrowings
- Manpower planning
Steps in Demand Forecasting
- Identification