Beruflich Dokumente
Kultur Dokumente
Demand
Forecasting
in a Supply Chain
PowerPoint presentation to accompany
Chopra and Meindl Supply Chain Management, 5e
Global Edition
Copyright 2013 Pearson Education.
1-1
7-1
Learning Objectives
1. Understand the role of forecasting for
both an enterprise and a supply chain.
2. Identify the components of a demand
forecast.
3. Forecast demand in a supply chain given
historical demand data using time-series
methodologies.
4. Analyze demand forecasts to estimate
forecast error.
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Role of Forecasting
in a Supply Chain
supply chain
Used for both push and pull processes
Production scheduling, inventory, aggregate
planning
Sales force allocation, promotions, new
production introduction
Plant/equipment investment, budgetary planning
Workforce planning, hiring, layoffs
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Characteristics of Forecasts
1. Forecasts are always inaccurate and should thus
include both the expected value of the forecast and
a measure of forecast error
2. Long-term forecasts are usually less accurate than
short-term forecasts
3. Aggregate forecasts are usually more accurate than
disaggregate forecasts
4. In general, the farther up the supply chain a
company is, the greater is the distortion of
information it receives
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Past demand
Lead time of product replenishment
Planned advertising or marketing efforts
Planned price discounts
State of the economy
Actions that competitors have taken
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2. Time Series
Use historical demand only
Best with stable demand
3. Causal
Relationship between demand and some other
factor
4. Simulation
Imitate consumer choices that give rise to demand
Copyright 2013 Pearson Education.
7-6
Components of an Observation
Observed demand (O) = systematic component (S)
+ random component (R)
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Basic Approach
1. Understand the objective of forecasting.
2. Integrate demand planning and forecasting
throughout the supply chain.
3. Identify the major factors that influence the
demand forecast.
4. Forecast at the appropriate level of
aggregation.
5. Establish performance and error measures
for the forecast.
Copyright 2013 Pearson Education.
7-8
7-9
Static Methods
Systematic component = (level + trend) seasonal factor
=
=
=
=
=
estimate of level at t = 0
estimate of trend
estimate of seasonal factor for Period t
actual demand observed in Period t
forecast of demand for Period t
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Tahoe Salt
Year
Quarter
Period, t
Demand, Dt
8,000
13,000
23,000
34,000
10,000
18,000
23,000
38,000
12,000
10
13,000
11
32,000
12
41,000
Table 7-1
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Tahoe Salt
Figure 7-1
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Dt =
t 1+( p/2)
i=t+1( p/2)
t+[( p1)/2]
Di / p for p odd
i=t [( p1)/2]
t 1+( p/2)
i=t+1( p/2)
= D1 + D5 + 2Di / 8
i=2
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Tahoe Salt
Figure 7-2
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7-14
Tahoe Salt
Figure 7-3
Dt = L + Tt
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7-15
Figure 7-4
Copyright 2013 Pearson Education.
7-16
Si =
jp+1
j=0
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Adaptive Forecasting
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Adaptive Forecasting
Ft+1 = (Lt + lTt )St+1
where
estimate of level at the end of Period t
estimate of trend at the end of Period t
estimate of seasonal factor for Period t
forecast of demand for Period t (made
Period t 1 or earlier)
Dt = actual demand observed in Period t
Et = Ft Dt = forecast error in Period t
Lt
Tt
St
Ft
=
=
=
=
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Forecast
Estimate error
Modify estimates
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Moving Average
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Revised demand
L5 = (D5 + D4 + D3 + D2)/4
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1 n
L0 = Di
n i=1
Current forecast
Revised forecast
using smoothing
constant 0 < a < 1
Thus
Lt+1 = a (1 a )n Dt+1n + (1 a )t D1
n=0
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Supermarket data
4
L0 = Di / 4 = 120.75
i=1
F1 = L0 = 120.75
E1 = F1 D1 = 120.75 120 = 0.75
L1 = a D1 + (1 a )L0
= 0.1120 + 0.9 120.75 = 120.68
Copyright 2013 Pearson Education.
7-26
Trend-Corrected Exponential
Smoothing (Holts Model)
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Trend-Corrected Exponential
Smoothing (Holts Model)
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Trend-Corrected Exponential
Smoothing (Holts Model)
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Trend-Corrected Exponential
Smoothing (Holts Model)
Revised estimate
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Winters Model
L0 = 18,439 T0 = 524
S1= 0.47, S2 = 0.68, S3 = 1.17, S4 = 1.67
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Winters Model
Assume a = 0.1, b = 0.2, g = 0.1; revise estimates
for level and trend for period 1 and for seasonal
factor for Period 5
L1 = a(D1/S1) + (1 a)(L0 + T0)
= 0.1 x (8,000/0.47) + 0.9 x (18,439 + 524) = 18,769
T1 = b(L1 L0) + (1 b)T0
= 0.2 x (18,769 18,439) + 0.8 x 524 = 485
S5 = g(D1/L1) + (1 g)S1
= 0.1 x (8,000/18,769) + 0.9 x 0.47 = 0.47
F2 = (L1 + T1)S2 = (18,769 + 485)0.68 = 13,093
Copyright 2013 Pearson Education.
7-34
Applicability
Moving average
No trend or seasonality
Simple exponential
smoothing
No trend or seasonality
Holts model
Winters model
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1
MSEn = Et2
n t=1
At = Et
MAPEn =
1 n
MADn = At
n t=1
t=1
n
n
biasn = Et
t=1
biast
TSt
MADt
s = 1.25MAD
Declining alpha
Et
100
Dt
at 1
1 r
at =
=
r + a t 1 1 r t
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Figure 7-5
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Figure 7-6
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Moving average
Simple exponential smoothing
Trend-corrected exponential
smoothing
Trend- and seasonality-corrected
exponential smoothing
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Figure 7-7
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Figure 7-8
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L12 = 23,490
F13 = F14 = F15 = F16 = L12 = 23,490
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Figure 7-9
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Figure 7-10
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Forecasting Method
MAD
MAPE (%)
TS Range
Four-period moving
average
9,719
49
1.52 to 2.21
Simple exponential
smoothing
10,208
59
1.38 to 2.15
Holts model
8,836
52
2.15 to 2.00
Winters model
1,469
2.74 to 4.00
Table 7-2
7-48
software
Can be used to best determine forecasting
methods for the firm and by product
categories and markets
Real time updates help firms respond
quickly to changes in marketplace
Facilitate demand planning
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Risk Management
Errors in forecasting can cause significant
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Forecasting In Practice
value
Be sure to distinguish between
demand and sales
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recording, or otherwise, without the prior written permission of the publisher.
Printed in the United States of America.
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