Case Study
CASE ANALYSIS: WILKINS, A ZURN COMPANY: DEMAND FORECASTING
Submitted By Group 3: Arunava Maity, Firoj Kumar Meher, Parvez Izhar, Pooja Sharma
The Case Scope:
Section 1: Identification of current forecasting techniques used in the demand forecasting of existing and new products. Section 2: Idenitification of a better forecasting technique which can ease the process and improve the reliability and accuracy of the sales forecast.
The Case Background Notes:
Wilkins Regulator Company had built its strength on the below high-quality products. Plumbing Municipal waterworks Fire production Irrigation customer markets The general plumbing customer market represented approximately half of its sales revenue and the irrigation customer market represented approximately a quarter of its sales revenue. Chris Connors and Rick Fields are the two marketing managers responsible for quarterly demand forecasts for each product family. The plant’s newly promoted inventory manager Bernie Barge is leading the forecasting. He had targeted the fire protection and municipal waterworks customers as opportunities for growth. Acquisition of Wilkins,
1971: Acquired by Zurn Industries
1998: Zurn merged with US Industries Bath & Plumbing Co.
2004: Name changed to “Jacuzzi Brands”
Demand for products is primarily driven by new home starts, remodeling and construction activity. Hence external factors that affect business are, Impact of Weather. Impact of broader economy on end markets. Some of the macroeconomic factors also affect plumbing product business Unemployment rate Availability of Finance As per Connor’s there are few complexities involved in forecasting demand Uncontrollable factors like, Weather, Competitor’s product Introductions and own product introduction Marketing Strategies such as price-promotions. In irrigation market segment, an early buy program that encourages customers to place their orders in the season beginning.
Submitted By Group 3: Arunava Maity, Firoj Kumar Meher, Parvez Izhar, Pooja Sharma
The Case Scope:
Section 1: Identification of current forecasting techniques used in the demand forecasting of existing and new products. Section 2: Idenitification of a better forecasting technique which can ease the process and improve the reliability and accuracy of the sales forecast.
The Case Background Notes:
Wilkins Regulator Company had built its strength on the below high-quality products. Plumbing Municipal waterworks Fire production Irrigation customer markets The general plumbing customer market represented approximately half of its sales revenue and the irrigation customer market represented approximately a quarter of its sales revenue. Chris Connors and Rick Fields are the two marketing managers responsible for quarterly demand forecasts for each product family. The plant’s newly promoted inventory manager Bernie Barge is leading the forecasting. He had targeted the fire protection and municipal waterworks customers as opportunities for growth. Acquisition of Wilkins,
1971: Acquired by Zurn Industries
1998: Zurn merged with US Industries Bath & Plumbing Co.
2004: Name changed to “Jacuzzi Brands”
Demand for products is primarily driven by new home starts, remodeling and construction activity. Hence external factors that affect business are, Impact of Weather. Impact of broader economy on end markets. Some of the macroeconomic factors also affect plumbing product business Unemployment rate Availability of Finance As per Connor’s there are few complexities involved in forecasting demand Uncontrollable factors like, Weather, Competitor’s product Introductions and own product introduction Marketing Strategies such as price-promotions. In irrigation market segment, an early buy program that encourages customers to place their orders in the season beginning.