Thursday, June 13, 2019

The Purpose Of Customer Demand Planning

By Angela Moore


When it comes to determining the interest in a particular product, there are few ways to go about doing so. In one case, customer demand planning or CDP can be of assistance. For, the CPD process allows marketing teams to use estimates in the areas of service processes, production, inventory and revenue to predict product success.

CDP is also an integral and important aspect of the marketing process when it comes to managing different value chains. For, the first step in the process is to forecast the demand for a product. After which, it can be easier for managers to plan the deployment of resources based on such data.

The approach with CDP is much different than the typical top down approach. For, while there are some risks such as accuracy with numbers and low forecast models, the overall risk with regards to economic loss is much lower. In either case, it is important to review the numbers on an ongoing basis prior to delivery in order to keep up with product supply and demand. Otherwise, there can often be delivery delays or product shortages during the initial release period.

If desiring to use software in the process, several companies have released different versions which can assist in the process. In addition, SAP APO applications are also being used to test the added value of this bottom up approach. In the retailer model which works directly with manufacturers, collaborative partnerships became more common in the 1990s. For, market to consumer systems cut out the need for a middle man and can often save a great deal of money when it comes to the planning and delivery process.

Challenges and complexities have been a problem for years with regards to planning and forecasting delivery models. However, those related to manufacturers and distributors are vastly different than those related to demand management formats. For example, demographics often play a major role with regards to areas of the world which may show interest in a product.

CPD includes customer service, demand creation inventory, technology, sourcing, pricing optimization, travel optimization and channel management. For, if a company can not plan for the results of a product release, most will not be successful in the long run. Whereas, those whom can predict and prepare for the number of products to be released to the marketplace based on a demand forecast, then most often success will follow.

Like in other areas of business, new technologies are assisting in forecast and predictive analytics in this area. For, this type of planning is changing the way different companies perform and operate before becoming competitive in the industry. In addition, with the evolution of these solutions, companies are now discovering new methods for cutting cost and increasing efficiency.

Productivity on any level is never an accident or a mistake. For, to be successful a company has to plan ahead and forecast these models to assure that released inventory can meet product demand. As such, a number of companies whom have lacked success in the past are now becoming more successful by using CDP and other new methods to determine the interest in different products before an initial release.




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