Which Products Should You Stock?  

Oleh:

Fisher, Marshall ; Vaidyanathan, Ramnath

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 90 no. 11 (Nov. 2012), page 108-118 .
Topik: Software Tools; Assortment Planning; Demand Forecast; Product-Assortment

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Plenty of software tools claim to support assortment planning, by helping retailers decide which combination of products will maximize sales. But with very few exceptions, they lack the ability to forecast demand for new products or to estimate how much demand would transfer to other products if a slow seller were dropped. The tools do little more than facilitate a manual planning process that relies on the judgment of managers for key inputs. They do nothing to reduce the risk inherent in every product-assortment decision. To address this deficiency, we’ve developed a technique that makes assortment planning vastly more scientific. It is rooted in our observation that most of the time customers don’t buy products; they buy a bundle of attributes. Think about the last time you bought a TV. Did you say, “I want TV X”? Or did you think about screen size, resolution, price, LCD versus plasma, and brand? Our approach uses sales of existing products to estimate the demand for their various attributes and then uses those estimates to forecast the demand for potential new products. Armed with these data, retailers can test their hunches more scientifically.

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