Forecasting is increasingly complex due to a range of factors, such as the shortening of product life cycles, increasingly competitive markets, and aggressive marketing, amongst other factors. Yet, having accurate and reliable predictions for the future is essential in decision making.
Organisations often rely on over-simplistic forecasts or do not take advantage of all the information available, being limited by their analytical capabilities and forecasting practices. Low forecasting accuracy often leads to reduced service levels and customer satisfaction, while at the same time excessive resources are wasted, resulting in high costs for organisations.