Last session, we tried
to understand what logistics is. To put it simply, movement of goods or
services from the place of origin to the place of consumption is logistics.
Now, we shall go a little deeper into the process of logistics slowly, step by
step.
When you go to a shop
or a mall to buy a product, say, for example, soap and you get it by paying the
price, you are satisfied that you got what you wanted from the mall. This
simple act of purchase you will see has a lot of steps earlier to your
purchase. Let us begin from the immediate context. When you ask for a
particular brand of soap, a good mall must have it to give it to you. It means
the mall must know that the particular brand has a demand. If the mall fails to
know the demand, it will not have the soap of that brand and it will not be
able to sell you one. This is what we call demand forecasting. This is a very
important fact in any business. What happens when the mall does not know
anything about demand forecasting? Usually, no business man will fail to attend
to the demand forecasting because business depends largely on demand
forecasting.
If demand forecasting
is not effectively done, what are the consequences? To say it directly, it
affects your financial position and strength in business. Let us continue with
your visit to the mall. When you visit the mall with the purpose of buying
particular brand soap, two choices are there generally. Either you get it since
it is available or you do not get it since it is not available. If you do not
get it there, and if you do not wish to change the brand, you will try another
shop and get it ultimately. It is as simple as that. Now, what happens to the
mall which does not have the brand you want? First, it fails to make one sale
and thereby loses the little money, profit it could have got it. Again, if the
mall has a brand that does not have a demand, the money the mall has put in the
purchase of that brand lies idle bringing no margin of profit. Money is ill-spent
and therefore money is not generated out of it. If, for example, the mall has
failed to forecast the correct demand of the products, it loses generally and
slowly business. Its money remains locked up in the products that do not have
demand. If the situation continues, the mall loses market and incurs loss.
Now, you can see a
business man must buy those products that he can sell fast and frequently too
so that he can see some real profit and remain in the business. We can see now
that demand forecasting is integral to any business; no business is possible
without movements of goods and services and the movements of the goods and
services from the seller to the consumer make the essence of logistics. Goods must be there for transport and getting
the right goods is demand forecasting. This makes it clear that demand
forecasting is part of logistics in terms of material acquisition. So,
logistics includes demand forecasting, one step of evolution, growth of
logistics concept.
Demand forecasting is a
growing concept with complexity. It is not easy to have a correct and exact
demand forecasting which involves too many factors like competition, brand
promotion and popularity, different kinds of customers with different attitudes
to products and services, inventory, distribution of products, suppliers of
products and so on and on. On each subject many books have been written and
still books are being written. We will not go into all these facts now. It is
enough to understand now that logistics has evolved into a magnificent and at
the same time massively challenging subject. We will see almost steadily all
the phases of evolution of logistics, one phase after another. |