CASE ANALYIS OF UNPREDICTABLE DEMAND

1. Introduction

2. Identify Problematic Issue

3. SWOT Analysis

4. Alternative Courses of Action

5. Conclusion and Recommendation

The BBCs Horizon program screened the results of a study of Boots No7 Protect & Perfect Beauty Serum. A team of dermatologists lead by Professor Chris Griffiths carried out an independent study into cosmetic anti-ageing products. The effects of No7 Protect & Perfect was compared against retinoic-acid, a prescription drug used to treat severe photo ageing of the skin, and the only product known to have a clinical effect on facial lines and wrinkles. The research revealed that in the laboratory tests pioneered by the Manchester team, No7 Protect & Perfect Beauty Serum really can repair the damage in photo aged skin that is associated with fine wrinkles.

In the days following the airing of the programme the 16.75 Boots serum sold out. The sales volume usually 1,000 pots of the lotion a week reached 60,000 in the first 10 days. Ian Filby, the Beauty Director of Boots said: We have been overwhelmed with the response following BBC Horizon, with women literally racing each other to get hold of the last product in stores. We are getting more stock out to our stores on an hourly basis to manage demand. To cope with the sudden increase in demands, boots issued a one product per customer policy in order to dissuade consumers reselling product on auction sites. A waiting list was then introduced where approximately 50,000 customers signed up for the product; orders were being received from as far afield as the USA and Australia. Despite the efforts of Boots to supervise sales the product was being sold on E-bay for up to five times its original price. It took several months for supply to be fully restored. Despite other more critical studies the product continues to be a top seller for Boots and the range is sold around the world. Protect & Perfect Beauty Serum remains the fastest selling product in Boots history.