Demand Planning.Net: Are you Planning By Exception?
Demand Planning.Net
demand planning, forecasting, and exception management

Market Modeling

Market Share Forecasting involves forecasting the total market and your own consumption, and estimating the share of the market. In the retailer to consumer model, what matters most is the shelf take-away. Marketing Strategies aim to maximize shelf consumption (and usage) and increasing own share of that consumption.

Introduction

Market Share Forecasting involves forecasting the total market and your own consumption, and estimating the share of the market. In the retailer to consumer model, what matters most is the shelf take-away. Marketing Strategies aim to maximize shelf consumption (and usage) and increasing own share of that consumption.

Retail Consumer Model

Depending on the industry, forecasting the total market for a particular product may be as easy as obtaining it from the external sources to estimating and validating market estimates through a series of forecasts involving syndicated data and POS data.

Determining Market Share

Share estimates of the total market can be done as an objective or a target market share estimate based on the promotional plans and budgets committed to achieving that share. The other option is to forecast consumption independently and derive the share through two different estimations, namely the market and the consumption.

For a detailed discussion on POS data and coverage factors, please click here

Read More about Share Analysis.

©2004-2017 by Demand Planning, LLC. All rights reserved. Privacy policy | Refund and Exchange policy | Terms of Service | FAQ
Demand Planning, LLC is based in Boston, MA | Phone: (781) 995-0685 | Email us!

Consulting

Diagnostic |  DP Design |  Exception Management |  S&OP |  Solutions

Training

Demand Planning |  S&OP |  Retail Forecasting |  Supply Chain Analysis:  » Value Chain Metrics  » Inventory Optimization |  Supply Chain Collaboration

Industry

CPG/FMCG |  Food and Beverage |  Retail |  Pharma |  High Tech |  Other

Knowledge Base

Planning:  » Budgeting » S&OP |  Metrics: » Demand Metrics » Inventory  » Customer Service |  Collaboration:  » VMI & CMI » Account Based Forecasting
Forecasting:  » Causal Modeling  » Market Modeling  » Ship to Share |  For Students