This study specifically deals with finding a pragmatic solution to the problem of sales forecasting and demand planning in a very dynamic industry, the dairy industry, in the fast moving consumer goods (FMCG) market. Two projects surrounding the Parmalat supply chain were commissioned, the first dealing with sales forecasting, and the second dealing with distribution replenishment planning. This dissertation handles the former and sought to find solutions and integrate the strategic or long-term planning process with the operational forecasting process, and effectively integrate both these into the Parmalat supply chain management process. Of great importance to us during the project was the organizations maturity and level of business discipline currently prevalent, you would therefore constantly find reference to improvements required in other business process in support of a more sophisticated world class Supply Chain Management (SCM) system.

Thesis (MBA)-University of KwaZulu-Natal, 2005.