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Sales Forecast
The prediction of the firm’s sales over a given period, based on external and/or internal data; used as the key input to the
short-term financial planning process
o External Forecast - A sales forecast based on the relationships observed between the firm’s sales and certain
key external economic indicators
o Internal Forecast - A sales forecast based on a buildup, or consensus, of sales forecasts through the firm’s own
sales channels
Some considerations in doing the sales forecast
o Forecasting sales based upon historical sales information has limited value.
o Historical sales growth rates need to be adjusted for any known factors that will affect future sales. Future
sales depend upon many events that occur in the future.
o Examples include:
State of domestic and international economy
Growth prospects for the market in which the company operates
The company´s product line
The company´s marketing effort
o An accurate sales forecast is critical to avoid negative business issues:
if the company´s market expands more than the company expects it to, the company will not be able to
meet the added demand and will lose customers to its competitors
If the forecasted sales are too high, then the company could end up with excess capacity and inventory
o Management needs to use its best judgment about the future along with historical information and not simply rely
on a forecast made using regression analysis or any of the other forecasting techniques
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Example: