Forecasting Note 2-1
Forecasting Note 2-1
Management
Forecasting
Outline
Global Company Profile: Tupperware
What is Forecasting?
Forecasting Time Horizons
The Influence of Product Life Cycle
Types of Forecasts
The Strategic Importance of Forecasting
Human Resources
Capacity
Supply-Chain Management
Short-range forecast
Up to 1 year; usually less than 3 months
Job scheduling, worker assignments
Medium-range forecast
3 months to 3 years
Sales & production planning, budgeting
Long-range forecast
3+ years
New product planning, facility location
Short-term vs. Longer-term Forecasting
Medium/long range forecasts deal with more
comprehensive issues and support
management decisions regarding planning and
products, plants and processes.
Short-term forecasting usually employs different
methodologies than longer-term forecasting
Short-term forecasts tend to be more accurate
than longer-term forecasts.
Influence of Product Life Cycle
HDTV
Demand forecasts
Predict existing product sales
Seven Steps in Forecasting
Determine the use of the forecast
Select the items to be forecast
Determine the time horizon of the forecast
Select the forecasting model(s)
Gather the data
Make the forecast
Validate and implement results
Product Demand Charted over 4
Years with Trend and Seasonality
Seasonal peaks Trend component
Demand for product or service
Actual demand
line
Average demand
over four years
Random
variation
Year Year Year Year
1 2 3 4
Actual Demand, Moving Average,
Weighted Moving Average
35 Weighted moving average
30
Actual sales
25
Sales Demand
20
15
10
Moving average
5
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month
Realities of Forecasting
Reduces ‘group-think’
Respondents
(Sales will be 45, 50, 55)
Consumer Market Survey
How many hours
Ask customers about will you use the
purchasing plans Internet next week?
What consumers
say, and what they
actually do are often
different
Sometimes difficult to
answer
© 1995 Corel
Corp.
Overview of Quantitative Approaches
Naïve approach
Moving averages Time-series
Exponential smoothing Models
Trend projection
Associative
Linear regression models
Quantitative Forecasting Methods
(Non-Naive)
Quantitative
Forecasting
Trend Cyclical
Seasonal Random
Trend Component
Persistent, overall upward or downward pattern
Due to population, technology etc.
Several years duration
Response
Summer
Response
© 1984-1994 T/Maker Co.
Mo., Qtr.
Cyclical Component
Repeating up & down movements
Due to interactions of factors influencing economy
Usually 2-10 years duration
Cycle
Response
Mo., Qtr., Yr.
Random Component
Tornado
Multiplicative model
Yi = Ti · Si · Ci · Ri (if quarterly or mo. data)
Additive model
Yi = Ti + Si + Ci + Ri (if quarterly or mo. data)
Naive Approach
Sales
8 Actual
6
Forecast
4
2
95 96 97 98 99 00
Year
Weighted Moving Average Method
20
15
10
Moving average
5
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month
Disadvantages of
Moving Average Methods
Sales
190 Actual
180
170 Forecast
160
150
140
93 94 95 96 97 98
Year
Forecast Effects of
Smoothing Constant
Weights
= Prior Period 2 periods ago 3 periods ago
(1 - ) (1 - )2
Weights
= Prior Period 2 periods ago 3 periods ago
(1 - ) (1 - )2
Weights
= Prior Period 2 periods ago 3 periods ago
(1 - ) (1 - )2
forecast errors
Then: MAD
n
Comparison of Forecasts
Exponential smoothing +
40
35 Actual Demand Trend
Product Demand
30
25
20
15
10
Exponential smoothing
5
0
Jan Feb Mar Apr May Jun Jul Aug Sep
Month
Least Squares
Actual Deviation
observation
Values of Dependent Variable
Deviation Deviation
Deviation
Deviation Point on
regression
Deviation line
Deviation
Yˆ a bx
Time
Actual and the Regression Line
180
160
Y = 56.70+ 10.54X
140
120
Demand
100
80
60 Actual demand
40
20
0
0 2 4 6 8 10
Time
Linear Trend Projection Example
You’re a marketing analyst for Hasbro Toys. You
gather the following data:
Year Sales (Units)
1995 1
1996 1
1997 2
1998 2
1999 4
What is the trend equation?
Linear Trend Projection Forecasting
Model
Y-intercept Slope
^
Yi = a b X i
Dependent Independent (explanatory)
(response) variable variable
Linear Regression Equations
Equation: Ŷi a bx i
n
x i y i nx y
Slope: b i n
x i nx
i
Y-Intercept: a y bx
Computation Table
2 2
Xi Yi Xi Yi X iY i
2 2
X1 Y1 X1 Y1 X1Y 1
2 2
X2 Y2 X2 Y2 X2Y 2
: : : : :
2 2
Xn Yn Xn Yn X nY n
2 2
Σ Xi ΣYi Σ Xi ΣYi Σ X iY i
Interpretation of Coefficients
Slope (b)
Estimated Y changes by b for each 1 unit increase in X
If b = 2, then sales (Y) is expected to increase by 2 for each 1
unit increase in advertising (X)
Y-intercept (a)
Average value of Y when X = 0
If a = 4, then average sales (Y) is expected to be 4 when
advertising (X) is 0
Correlation
n n n
n x i yi x i yi
r i i i
n n n n
n x i x i n yi yi
i i i i
Coefficient of Correlation and
Regression Model
Y r=1 Y r = -1
Y^i = a + b X i
Y^i = a + b X i
X X
Y r = .89 Y r=0
Y^i = a + b X i Y^i = a + b X i
X X
Guidelines for Selecting Forecasting
Model
You want to achieve:
No pattern or direction in forecast error
^
Error = (Yi - Yi) = (Actual - Forecast)
Seen in plots of errors over time
RSFE
TS
MAD
n
y i ŷ i
i
MAD
forecast error
MAD
Tracking Signal Computation
Mo Fcst Act Error RSFE Abs Cum MAD TS
Error |Error|
1 100 90
2 100 95
3 100 115
4 100 100
5 100 125
6 100 140
Tracking Signal Computation
Mo Forc Act Error RSFE Abs Cum MAD TS
Error |Error|
1 100 90 -10
2 100 95
3 100 115 Error
Error==Actual
Actual--Forecast
Forecast
==90
90--100
100==-10
-10
4 100 100
5 100 125
6 100 140
Tracking Signal Computation
Mo Forc Act Error RSFE Abs Cum MAD TS
Error |Error|
1 100 90 -10 -10
2 100 95
3 100 115 RSFE==Errors
RSFE Errors
==NA
NA++(-10)
(-10)==-10
-10
4 100 100
5 100 125
6 100 140
Tracking Signal Computation
Mo Forc Act Error RSFE Abs Cum MAD TS
Error |Error|
1 100 90 -10 -10 10
2 100 95
3 100 115 Abs
AbsError
Error==|Error|
|Error|
==|-10|
|-10|==10
10
4 100 100
5 100 125
6 100 140
Tracking Signal Computation
Mo Forc Act Error RSFE Abs Cum MAD TS
Error |Error|
1 100 90 -10 -10 10 10
2 100 95
3 100 115 Cum |Error|==|Errors|
Cum|Error| |Errors|
==NA
NA++1010==10
10
4 100 100
5 100 125
6 100 140
Tracking Signal Computation
Tracking signal
Upper control limit
+
0
MAD
Acceptable range
-
Lower control limit
Time
Tracking Signals
160 3
140 Forecast
2
Tracking Singal
Actual Demand
120
100 1
80 0
60 Actual demand
-1
40 Tracking Signal
20 -2
0 -3
0 1 2 3 4 5 6 7
Time