Transportation Industry
Is CPFR worth the effort? How Unilever achieved a single, customer-focused forecast.(collaborative planning, forecasting, and replenishment)
Transportation & Distribution, February, 2003 by Aichlmayr, Mary
"In its simplest form, CPRF [collaborative planning, forecasting, and replenishment] is comparing two forecasts and deciding which one is right," says Raz Caciula, director of best practice planning for Unilever Home and Personal Care. "But that's just the beginning."
Prior to 2000, consumer packaged goods giant Unilever used an internally focused, insular method of forecasting. "We focused on what to produce, rather than the customer," explains Caciula.
Fred Berkheimer, vice president of logistics for Unilever Home and Personal Care, explains that Unilever's logistics division was facing continual increases in business complexity, including rapidly increasing numbers of SKUs and complex merchandising (promotional) activities by retailers. In...
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