Chlorex in Problem 12-47 is planning to introduce another “sustainable product,” an all-purpose cleaner. The company is attempting to forecast what demand might be like five years into the future. However, it has no historical demand data to use to develop a forecast model. The marketing department has made its own estimate of first-year sales and acquired estimates for the new cleaner from four other sources—top management, the sales force, a household products trade association, and an independent marketing firm.
In Problem 12-47

Top management estimates first-year sales to be 34,000 units; the marketing department’s estimate is 47,000 units; the sales force suggests 41,000 units; the trade association estimates first-year sales will be 28,000 units; and the independent marketing firm estimates sales will be 51,000 units. Using these estimates and the demand data and forecast model for the detergent in Problem 12-47, develop a forecast for planning purposes for year five for the newcleaner.

  • CreatedApril 10, 2014
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