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Methods of forecasting
1. Too much emphasis should not be placed on mathematical or statistical techniques of forecasting. Though statistical techniques are essential in clarifying relationships and providing techniques of analysis, they are not substitutes for judgment. 2. Forecasting also should not be left entirely to the judgment of the so-called experts. What is needed is some commonsense mean between pure guessing and too much mathematics.
Advantages: 1. The method is simple and does not involve the use of statistical techniques. 2. The forecasts are based on first-hand knowledge of salesmen and others directly connected with sales. 3. The method is useful in predicting sales of new products. Here, salesmen will have to depend more on their judgement than in the case of existing products. Disadvantages: 1. It is subjective. Salesmen may underestimate the forecast if it is to be used to decide their quotas. 2. This method can only be used for short-term forecasting. 3. Focus of salesmen is centered round the present trend, and they dont think about the future. They may even lack the breadth of vision for looking into the future.
Analysis of Time Series and Trend Projections A firm which has been in existence for some time, will have Accumulated data on sales pertaining to past time periods. Such Data when arranged chronologically, yield time series. Time Series of sales represent the past pattern of effective demand for a Particular product. Such data can be presented graphically or in Tabular form. The most popular method of analysis of time series is To project the trend of the time series data. A trend line can be fitted through a series either visually or by means of statistical techniques such as method of least squares. Tha analyst chooses a plausible algebraic relation (linear, quadratic, logarithmic, etc.) between sales And the independent variable, time. The trend line is then projected into the future by extrapolation. This method is popular because it is simple and inexpensive. The basic assumption is that the past rate of change will continue in the future. Thus the techinique yields acceptable results so long as the time series shows a persistent tendency to move in the same direction.
The real challenge in forecasting is in the prediction of turning points rather than trends. Four sets of factors influence the time series trend, seasonal variations, cyclical fluctuations and irregular or random forces. The basic approach is to treat the original time series data as (O) observed data as composed of four parts : secular trend (T), seasonal factor (S), cyclical element (C) and an irregular movement (I). It is Assumed that the elements are bound in multiplicative relationship. O = TSCI . First compute the Trend (T), eleminate trend TSCI/T =SCI Now calculate seasonal index; eliminate (S) SCI/S = CI. A cycle is then fitted to the remainder which also contains an irregular effect (I). The trend and seasonal factor can be forecast but the prediction of cycles is hazardous as there is no regularity in its behaviour. There are two assumptions in this approach: 1. The analysis of movements would be in the order of trend, seasonal variations and cyclical changes; 2. The effects of each component are independent of each other.
Illustration:
Year 1991 1992 1993 1994 1995 1996 1997 1998 Demand (000) 10 12 14 16 15 20 19 21 3-yearly moving Total -36 42 45 51 54 60 -3-yearly moving average (Trend) -12 14 15 17 18 20 --
1990 = 0
TimeDeviation x
x2
xy
1 2 3 4 5
7 x = 15
1 4 9 16 25
7 x2 = 55
n=5
7 y = 300
1
. 2
7 x = 15
7 x2 = 55
7 xy = 950
Substituting the computed values we have, 300 = 5a + 15b .3 (x 3) 950 = 15a + 55b . 4 Multiplying (3) by 3 we have 900 = 15a + 45b 950 = 15a + 55b Therefore, 10b = 50, b=5 Substituting b = 5 in (3) 300 = 5a + 15(5) 300 = 5a + 75 5a = 225 a = 45
St. line equation is Y = a + bx Substituting the values of a and b, Y = 45 + 5x Therefore, Y1991 (x=1) = 45 + 5(1) = 50 Y1992 (x=2) = 45 + 5(2) = 55 Y1993 (x=3) = 45 + 5(3) = 60 Y1994 (x=4) = 45 + 5(4) = 65 Y1995 (x=5) = 45 + 5(5) = 70 Y1996 (x=6) = 45 + 5(6) = 75 Forecast for the year 1997 Y1997 (x=7) = 45 + 5(7) = 80 i.e. Rs.80,000/-
Illustration: Suppose a company manufacturing tractors finds that a relationship exists between sale of tractors and Farm Income Index published by CSO. Table below shows the number of tractors sold and the corresponding farm income index 1988 through 1992. Regression equation is calculated as follows: Year Farm Sales of Income Tractors Index (x) (y) 100 110 140 150 200 110 130 150 160 180 X1 Y1 x1y1 x12
10 11 14 15 20
7X1=70
11 13 15 16 18
The equations to be solved simultaneously are: 7y1 = n.a. + b 7 x1 .(1) 7x1y1 = a 7x1 + b7 x12(2) Substituting the various values, we get, 73 = 5a + 70b (x14)(3) 1063 =70a + 1042b 1022 =70a + 980b 62b = 41 b = 41/62 = 0.66 Substituting the value of b in (3) 73 = 5a + 70 (0.66) = 5a + 46.2 5a = 73 46.2 = 26.8 a = 26.8/5 = 5.36 a = 5.36 b = 0.66 y1 = 5.36 + 0.66x1 Y = 10(5.36) + 0.66(x/10)10 = 53.6 + 0.66x If the index of farm income becomes 210, sale of tractors will be Y = 53.6 + 0.66(210) = 53.6 + 138.6 = 192 tractors.
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