The demand planning practices of a fast moving consumer goods company

M.Com. (Supply Chain Management)Abstract: This study utilised a case study design to investigate the demand planning practices at Company A (a manufacturer operating in the South African fast moving consumer goods industry). The study considered these practices both prior to and after the implementation of certain changes within the demand planning process of one of Company A’s underperforming supply chains. The lack of information about the impact of the demand planning interventions on demand planning accuracy within Company A is the research problem that formed the rationale for this study. A literature review, followed by secondary quantitative data analysis and primary data collection (in the form of semi-structured interviews), and subsequent data analysis were executed in order to ascertain the nature of interventions taken and whether or not these helped improve Company A’s demand planning process