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KOHLER®: Forecasting For Project-Based Market

Ali Awni (School of Business. AUC, Egypt) and Mohamed Nada (Regional Marketing Manager, Egypt)

EISBN13: 9781613504192|DOI: 10.4018/978-1-60960-583-4.ch017

OnDemand Chapter PDF Download Download link provided immediately after order completion

Abstract

A newly appointed Middle East regional marketing manager for a major sanitary ware producer is exploring options to improve sales forecasts. The old forecasting method, which was based on historical sales from distributors’ retail stores, performed very poorly. Regional sales were driven mainly by large construction projects in the Gulf countries. A new approach that explicitly considers the status of each project and the stock-keeping units (SKUs) demanded shows promise.

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KOHLER®: Forecasting For Project-Based Market

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