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Forecasting and Environment Forecasting

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FORECASTING AND ENVIRONMENT FORECASTING
Forecasting is essentially the study of internal and external forces that shapes demand and supply. The shape of the things to come will depend partially upon how one shapes the controllable factors. With different strategies, the forecasting will be different, offering multiple scenarios for management decision making. Forecasting is an estimate of sales in physical units for a specified future period under proposed marketing plan or programme and under the assumed set of economic and other forces outside the organization for which the forecast is made. Long term forecasts: Product diversification, sales, advertizing budgets, capacity planning and investment planning, Short term forecasts: Material control, loading and scheduling, and budgeting. Objectives of forecasting Short term objectives • • • • • • Formulation of production policy – Regular supply of material, Maximum utilization of machines, Regular availability of labour Formulation of pricing policy Proper control of sales Arrangement of finance Production capacity Labour requirements

Long term objectives

• Capital restructuring and resourcing Steps in forecasting demand Determining the objectives Period of forecasting – Short term or long term Collection and analysis of data – data to be collected, tabulated, analyzed and cross-checked by applying statistical or graphical techniques Study of correlation – between sales forecasts and sales promotion plans studying policies,

Scope of forecast – Product level, industry level Competitors activities – national level programmes and strategies

Sub-dividing the task – homogenous groups Preparing final sales – preliminary forecast figures according to product, area, activities r consumers reviewed and final forecast figures arrived Identify the variables – variables or actors to be Evaluation and adjustments –

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