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Using Regression Analysis in Forecasting Sales
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An 8 page paper discussing the difficulty that Harmon Foods (Harvard Case 9-171-248) has in forecasting annual cereal sales. The company is seeking to identify factors influencing variation in cereal sales, but the brand manager makes assumptions he should never consider as being valid. If seasonality is found to be as great a factor as it appears to be, then Harmon can plan to decrease TV advertising during those months in which industry sales of cold cereals are slowest. Dealer promotions, consumer promotions and advertising need to increase in those months in which cereal sales already have been seen to be the strongest. Bibliography lists 2 sources.
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Pages:
8
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Filename:CC6_KSmktgRegresAnal.rtf |
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Paper Title:
Using Regression Analysis in Forecasting Sales
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