Escolar Documentos
Profissional Documentos
Cultura Documentos
SALES FORECASTING
Charitha Jayasinghe
MBA(UK),Practicing Marketer(SL),CPM(Asia),PGDip(SL),MSLIM,MCIM
CJ-SLIM-12.05.2013
Salespeople underestimate how much they spend and overestimate how much they sell
Andy Cohen,Sales & Marketing Management,October 1996
DEFINITION OF FORECASTING
A planning tool that helps management in its attempts to cope with the uncertainty of the future relying mainly on data from the past and present and analysis of trends
www.businessdirectory.com
Projection of achievable sales revenue, based on historical sales data, analysis of market surveys and trends and sales persons estimates
www.investopidia.com
Strategic planning (long range planning) Finance and accounting (budgets and cost
controls)
Operational Planning
Forecasting
- Sales for the entire industry in value or product units - A specific time period - A Specific market
(Geographically by type of customer or both)
Sales Potential
Maximum share of market potential that an Individual can reasonably expect to achieve
- Market potential and sales potential are equal in the case of a monopoly
SALES FORECAST
Sales Forecast is an estimate of sales that an individual firm expects to achieve during a specified forthcoming time period in a stated market and under a proposed marketing plan
CUSTOMER ANALYSIS
Is to determine who will use the product and to identify all possible characteristics of those users - Household users/Industrial users - Demographic : Age,sex,marital status - Buying habits - Price
TEST MARKETS
Involves introducing and marketing a new product in a market that is similar to the companys other markets
TERRITORY POTENTIALS
Identify the potential among the various territorial divisions
- Market Index Is a market factor, expressed as a percentage or in some other quantitative form, relative to some base figure
Marketing Plans
Any changes in the price structure,channels of distribution,promotionl plans,products or other marketing policies which influence future sales
Market Conditions
The Basic changes happening in the primary demand for the industrys output