Being able to closely match demand and supply involves having information about buying patterns a purpose that is fulfilled by forecasting. Forecasting is considered as the art and science of predicting future events (Heizer and Render, 2014:140). Considering this statement critically discuss the strategic importance of forecasts for organisations such as Nike and Singapore Air.

reflect on the principle of forecasting and how it is essential for Nike and Singapore Air. Response should address the strategic importance of forecasting.