KOHLER®: Forecasting For Project-Based Market

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Author(s): Ali Awni (School of Business. AUC, Egypt)and Mohamed Nada (Regional Marketing Manager, Egypt)
Copyright: 2011
Pages: 14
Source title: Cases on Business and Management in the MENA Region: New Trends and Opportunities
Source Author(s)/Editor(s): El-Khazindar Business Research and Case Center (School of Business, American University in Cairo (AUC), Egypt)
DOI: 10.4018/978-1-60960-583-4.ch017

Keywords: Business & Management / Business Policy / Business Science Reference / Global Business

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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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KOHLER®: Forecasting For Project-Based Market

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