Overview 1
Catalyst 1
Summary 1
Key Messages 2
Economic uncertainty and planning process refinement are driving demand management 2
A number of demand management drivers are being seen in the market 2
The state of the market is mixed, with a low penetration of demand management technology 2
Investment in demand management technology will grow at a fast pace 2
Data siloing is still a dominant trend within systems used for demand management 3
Demand shaping is moving up the list of manufacturers' priorities 3
A lack of demand visibility is a challenge, but is increasingly easy to solve with technology 3
Vendors must target appropriate pain points within manufacturing companies 3
TABLE OF CONTENTS 4
Table of figures 5
Table of tables 5
Market Opportunity 6
Economic uncertainty and planning process refinement are driving demand management 6
The uncertain economic environment is forcing manufacturers to consider demand management 6
There is an increasing focus on linking operations with demand planning processes 6
Demand management means different things to different people 7
Demand management is not just forecasting 7
Demand management supports the organization of multiple plans to align supply with demand 8
A number of demand management drivers are being seen in the market 8
Deliver/return process priorities show demand management-related processes are ranked highly 9
Changes in production outsourcing and relocation are also affecting demand management 10
A reduction in inventory holding and production cycle sizes leads an array of demand management drivers 13
New product introduction cycles are shortening, causing complications in demand 15
The state of the market is mixed, with a low penetration of demand management technology 16
Not all manufacturing companies have developed formal demand management strategies 16
Investment in demand management technology will grow at a fast pace 18
North America will provide the most opportunity for vendors 20
The discrete industry will invest the most in demand management technology 21
The CPG industry is leading the discrete manufacturing industry 22
Both the pharmaceutical and food & beverage industries will invest in demand management technology 24
Technology Evolution 26
Manufacturers will increasingly look to technology to support demand management 26
Data siloing is still a dominant trend within systems used for demand management 29
Manufacturers are trying to source customer data as close to the customer as possible 30
There is a marked shift from historically derived forecasts to predictive models 30
Integration with order management systems is becoming an imperative 30
Demand shaping is moving up the list of manufacturers' priorities 30
Customer Impact: driving demand management processes 32
A lack of demand visibility is a challenge, but is increasingly easy to solve with technology 32
Better collaboration with customers is a rising priority for manufacturers 32
Supply chain channels severely complicate demand management processes 33
Demand management solutions can improve visibility 33
A difference between forecast and actual demand is costing manufacturers dearly 33
Inventory management is at the heart of the issue 34
Most manufacturers do not forecast at an appropriate level of granularity 34
Competitive Landscape 36
A small number of vendors dominate mindshare for demand management technology 36
SAP accounts for more than half of the mindshare for future investment 37
HP and IBM sit at the top of the heap for the services market 39
SAS 40
Epicor 41
JustEnough 41
HP 42
Genpact 42
Go to Market 43
CEOs are the technology investment decision makers, but LOB should still be a priority 43
Vendors must target appropriate pain points within manufacturing companies 45
There is significant variation between those manufacturers with differing degrees of globalization 46
The maturity of a formal demand management strategy will also affect which issues are important 47
APPENDIX 48
Definitions 48
Methodology 48
Further reading 48
Ask the analyst 48
Datamonitor consulting 49
Disclaimer 49
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