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Vol 31 - No 06 - September 2005 Branch news : East Anglia - Latest Thinking in Demand Management Derek Thomason is well known to many IOM members. I was delighted to welcome him to a meeting of the East Anglia Branch in The Bell Inn at Stilton to talk about demand management. This was a joint meeting with the IQA branch in Peterborough. Derek kept everyone’s interest for well over an hour introducing us to his definition of demand management: “the way of profitably meeting customer demand whilst ensuring service and quality”. We looked at demand cycle management with an emphasis on forecasting, sales planning and the need for appropriate measures. Derek also demonstrated the need for excellence in communication through the supply chain so that everyone can be responsive to changing market conditions. He challenged the thinking for off shoring when demand can change rapidly. Ships don’t sail every hour so forecasts have to cover much longer periods. There is also the need to recognise abnormal demand so that the business can respond appropriately to changes in the market place. Recognising change early gives the opportunity to influence customer behaviours. The bottom line for me was the need to manage your supply chain, to ensure there is good communication flow, and the need for people, in addition to those in sales, to understand the changing market. Derek supported his talk with case studies from Sandvik Hard Materials, BSW Timber, King Distribution, Kodak and THE, where they have integrated forward their entertainment business by managing the sales of DVDs and CDs for major retail clients. This was a very worthwhile evening for those who attended. Steve Palmer, MIOM Related Topics:
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