A Study of The Sales Forecasting Practice of Manufacturing Firms In Enugu

📄 Project Abstract

Rising level of competition, growing pressure from stakeholders, environmental complexities and increasing customers' enlightenment, among others have reawakened the profit maximization goal of business firms. This is understandable because both the survival and growth of any business lies on the level of profit the firm is able to make out of its operations. The role of marketing in this regard has become far more desirable than it used to be some few years ago. Specifically, the entire marketing management roles are today built around how to increase sales revenue. At the corporate level, sales forecasting has become a very important aspect of the marketing management function targeted at increasing sales. Though as at the late sixties organizations had started applying the principles of forecasting in facilitating and managing their sales levels, the scope of forecasting has kept increasing. According to Bovee and Thill (1992:91), forecasting has become one of the most challenging, ...