Demand Control and Execution

The aim of Demand Control and Execution: Ensuring on-time delivery of customer orders

Demand Control and Execution is doing what is required to help make the demand plan happen.

When companies perform Demand Control and Execution well, they review the status of expected orders daily. They prioritize demand when supply is lacking. They also provide input on the levels of inventory needed to manage routine fluctuations in the volume and timing of demand.

To do Demand Control and Execution well requires proficiency in these areas:

Cross-functional communications between customer service, demand planning, supply planning, and sales management

Well-defined decision-making boundaries and authority

Judgment on how best to balance customer interest and profitability goals

Problems That Effective Demand Control and Execution Help Solve

When companies decide to improve Demand Control and Execution, they typically focus on solving these types of chronic issues:

Being surprised when customer orders do not materialize as planned

Making unilateral decisions on how to prioritize orders when demand exceeds supply

Engaging sales management in determining which customers should receive product when demand is more than supply

Providing feedback to the sales teams when customers are not ordering as planned

Ways to Improve Your Company’s Demand Control and Execution

Oliver Wight has been helping companies to develop excellence in Demand Control and Execution for more than 30 years in the following ways:

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