The Need of Accurate Forecasting

            
 
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Case Details:

Case Code : OPER039
Case Length : 03 Pages
Period : 1999 - 2004
Organization : Varied
Pub Date : 2004
Teaching Note : Available
Countries : India
Industry : Service

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Vikram Patil (Patil), Marketing Manager of Tera Air Cooler Manufacturing, Hyderabad, was going through the sales figures of the company products. He found that there was a significant variation between the sales forecasts and the actual sales figures. As a result, inventory management was becoming a problem.

He began studying the past forecasts and sales figures to understand whether this was a one-time occurrence or it had been a regular feature. He found that in the last three years, the forecasts were always at variance with the actual sales figures. He then started analyzing the reasons for this, but, he failed to understand why the forecasts were off target so consistently.

In the mean time, he got a call from Anil Deshpandey (Deshpandey), Production Manager asking him about the forecasts for the next six months. Patil told him that it would take some time for him to give the figures because he was thinking of making certain improvements in the forecasting process. Taking this to be an admission, that something was wrong in the way sales were being forecasted by the marketing department, Deshpandey immediately expressed his feelings and narrated the problems his department had been facing because of inaccurate forecasts.

When the demand was higher than the forecasts, he had to increase production at very short notice, and it was extremely difficult to make arrangements for it. It also involved additional costs towards workers'overtime...


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Strategic Management Formulation, Implementation, & Control, 12e

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Operations Management
Textbooks Collection

Operations Management
Workbooks Collection

Case Studies in Operations Management - Vol. I
Case Study Volumes Collection

 

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