A Study On The Application Of Demand Planning In The Supply Chain Management Of FMCG

In the modern international market, the competitions among enterprises are becoming the competitions among their supply chain management. Furthermore, supply chain is considered as the 3rd profit resources. So, strength supply chain management by cooperating with others can boost the competition power largely. As one of key success factors in supply chain management process, demand planning is acting a more and more important role. In many companies, there are two sets number, one set number is for sales target setting, the other set number is for production. Normally, these two sets number is different, which resulted in the unbalance between sale and supply. That is to say, the product can not be available at right time and right place with right quantities to support the sales. Therefore, I would like to introduce the demand planning and demand planning demand communication process to balance the sales and supply. Based on the analysis of the importance of demand planning and the communication process, this paper has a detailed research on the calculation methods of demand planning. And the company can get more profit from good communication process, the paper have some special analysis, including how to design the process, and how to evaluate the process, and so on. At last, this paper take Unilever as a case study to analysis the practice strategy of designing the demand planning, communication process, and some related suggestion are put forward.