Demand sensing

The New World of Demand Management Demand Sensing, Shaping, and Translation... 

Traditional view of supply chain excellence. For demand-driven initiatives to be successful, they must extend from the customers customer to the supplier s supplier. The concepts of demand latency, demand sensing, demand shaping, demand translation, and demand orchestration are not widely understood. As a result, they require education and a business champion. Organizations not familiar with the concepts will not understand why the demand management processes need to change. 

Demand sensing is the translation of downstream data with minimal latency to understand what is being sold, who is buying the product (attributes), and how it is impacting demand. Overall, there are four techniques to improve channel sensing ... 

The most successful implementations of demand sensing are in consumer packaged goods and consumer electronics. Following the recent financial downturn, greater adoption is being seen in other industries. 

Here are some rules of thumb for demand sensing ... 

As described earlier in the chapter, the more sensitive and responsive channel sales are to trends and seasonality, the more important demand sensing is to driving supply chain excellence. The ability to rapidly detect changes in demand gives companies greater flexibility to accommodate those changes, or influence overall demand. 

Figure 3.10 shows the use of an action button on an e-commerce website. With this type of feature, as the product is shipped to the market, companies can follow the social sentiment closely. It can be used as a causal factor. The action buttons are also a great way to get direct customer feedback. In combination with demand sensing technologies, this helps companies to get a quick read of the market. 

DEMAND SENSING AND NEWELL RUBBERMAID NEW PRODUCT LAUNCH... 

As consumers used Produce Saver correctly and achieved the desired result—fruits and veggies lasting longer—the result was improved recommendations on the website. Because of early demand sensing and consumer feedback, Newell Rubbermaid was able to take immediate action to help ensure the product launch was a success. 

Build demand sensing and shaping capabilities into the process. 

Marketing programs can introdnce demand volatility and transform a snpply chain that is nsnally in quadrant II to a quadrant I response. Inventory pre-bnilds are necessary, cross-fnnctional coordination is an imperative, and supply chain excellence is defined by qnick cycles and excellence in demand sensing. 

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For the proposed account to work, we do not have to rely on a too demanding sense of analysis or meaning-revealing definition , i.e. on a sense that suggests that an appropriate definiens and its... 

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