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KOHLER®: Forecasting For Project-Based Market
Author(s): Ali Awni (School of Business. AUC, Egypt)and Mohamed Nada (Regional Marketing Manager, Egypt)
Copyright: 2011
Pages: 14
EISBN13: 9781613504192
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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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