Demand Planning

Tags: Glossary

The process of identifying, aggregating, and prioritizing all sources of demand for the integrated supply chain of a product or service at the appropriate level, horizon, and interval is called sales forecasting. The sales forecast is comprised of the following concepts: 1. The sales forecasting level is the focal point in the corporate hierarchy where the forecast is needed at the most generic level (i.e., corporate forecast, divisional forecast, product line forecast, SKU, and SKU by location). 2. The sales forecasting time horizon generally coincides with the time frame of the plan for which it was developed (i.e., annual, 1-5 years, 1-6 months, daily, weekly, and monthly). 3. The sales forecasting time interval generally coincides with how often the plan is updated (i.e., daily, weekly, monthly, and quarterly).

What is Demand Planning?

Demand planning is a crucial aspect of logistics that involves predicting and managing the demand for a product or service within the integrated supply chain. It is a process that helps businesses identify, aggregate, and prioritize all sources of demand to ensure efficient operations and customer satisfaction.

At its core, demand planning revolves around sales forecasting. Sales forecasting is the practice of estimating the future demand for a product or service based on historical data, market trends, and other relevant factors. It provides businesses with valuable insights into the expected demand levels, allowing them to make informed decisions regarding production, inventory management, and resource allocation.

There are three key concepts that form the foundation of sales forecasting:

1. Sales Forecasting Level: This refers to the specific level within the corporate hierarchy where the forecast is needed. It can vary from a broad corporate forecast to more specific forecasts at the divisional, product line, or even SKU (Stock Keeping Unit) level. By determining the appropriate forecasting level, businesses can align their planning efforts with the specific needs of different departments or product categories.

2. Sales Forecasting Time Horizon: The time horizon of a sales forecast corresponds to the timeframe for which it is developed. It can range from long-term forecasts covering several years to shorter-term forecasts spanning months, weeks, or even days. The choice of time horizon depends on the nature of the product or service, market dynamics, and the planning requirements of the business. A longer time horizon may be necessary for strategic decision-making, while shorter time horizons are more suitable for operational planning and execution.

3. Sales Forecasting Time Interval: The time interval of a sales forecast determines how often the plan is updated. It can vary from daily updates for fast-moving consumer goods to weekly, monthly, or quarterly updates for other products or industries. The frequency of updates depends on the volatility of demand, lead times, and the availability of real-time data. Regularly updating the forecast ensures that businesses stay responsive to changing market conditions and can adjust their operations accordingly.

Effective demand planning requires a combination of data analysis, market knowledge, and collaboration between different stakeholders within the supply chain. By accurately forecasting demand, businesses can optimize their inventory levels, minimize stockouts or excess inventory, streamline production schedules, and enhance customer satisfaction.

In conclusion, demand planning is a vital component of logistics that enables businesses to anticipate and meet customer demand effectively. Through sales forecasting, businesses can identify the appropriate forecasting level, time horizon, and time interval to align their planning efforts with the specific needs of their supply chain. By doing so, they can optimize their operations, reduce costs, and ultimately deliver products and services in a timely and efficient manner.

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