search query: @author Barnett, F. W. / total: 4
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Author: | Barnett, F. W. |
Title: | Four steps to forecast total market demand |
Journal: | Harvard Business Review
1988 : VOL. 66:4, p. 28-30,34,36,38 |
Index terms: | |
Freeterms: | MARKETINGSTRATEGIE, PROGNOSEMETHODEN, ABSATZPLANUNG |
Language: | eng |
Abstract: | Recent history is filled with stories of companies that have made grave strategic errors because of inaccurate industrywide demand forecasts. Total-market forecasting is only the first stage in creating a strategy. There are four steps in any total-market forecast: - define the market, - divide total industry demand into its main components, - forecast the drivers of demand in each segment and project how they are likely to change, - conduct sensitivity analysis to understand the most critical assumptions. |
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