Source: SAGE Publications
Demand management activities in any global supply chain consist of three activities: demand management, demand planning, and sales forecasting management. The role of sales forecasting changes depending on the position in the supply chain that a company occupies. Any supply chain has only one point of independent demand - or the amount of product demanded (by time and location) by the end-use customer of the supply chain. Whether this end-use customer is a consumer shopping in a retail establishment or online or a business buying products for consumption in the process of conducting their business operations, these end-use customers determine the true demand for the product that will flow through the supply chain.