This paper is designed to help demand managers and planners recognise different demand streams and how to treat them, identify, categorise, and review project demand, and how to forecast and communicate demand and develop “what if?” scenarios and contingency plans.
Many companies have multiple demand streams which require different approaches for communicating demand plans to the supply organisation.
It is common to have a base level of business and a separate demand stream which is project-type business. The base business is characterised by a continuous level of repeatable business which enables traditional product forecasting based upon history, multiple views of the future including anticipated changes to the marketing mix, and a consensus demand review process.
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