Formation of the End-to-End Demand Management Process in a Supply Chain

This work is devoted to the improvement of demand management practices in a manufacturing company operating in the FMCG market. An analysis of the energy drinks market in Russia is carried out, during which the author concludes that the traditional approaches to demand management are low-efficient and the need to modify them. The author proposes the implementation of an end-to-end demand management process using the technology of joint planning and sales forecasting. It is proposed to connect a third party to the cooperation between the manufacturer and the retailer - a group of Big Data experts. The introduction of a new demand management process will have an impact on the growth of sales of the company, increase the level of service of the manufacturer, reduce the level of logistics costs. Cost-effectiveness is reflected using the Dupont model. Key words: demand management process; collaborative planning forecasting and replenishment; supply chain management; demand forecasting; forecasting error; level of service.