New product forecasting

Forecasting new-product performance has been called ‘one of the most difficult and critical management tasks’. It has attracted considerable attention because of the magnitude of the resources devoted to product development and because of the sizeable risks involved in making the go–no-go decisions. In comparison with forecasting sales for established products, there is no sales history, or more generally, the company has no product specific experience related to consumer acceptance, trade support and competitive reactions. This article first presents a review of new product forecasting techniques with an emphasis given to the more recent developments in forecasting models. Then, forecasting procedures are assessed by discussing their benefits and their costs. The third part of the article discusses trends in new product forecasting.     

An aggregate sales model for consumer durables incorporating a time‐varying mean replacement age

Forecasting category or industry sales is a vital component of a company's planning and control activities. Sales for most mature durable product categories are dominated by replacement purchases. Previous sales models which explicitly incorporate a component of sales due to replacement assume there is an age distribution for replacements of existing units which remains constant over time. However, there is evidence that changes in factors such as product reliability/durability, price, repair costs, scrapping values, styling and economic conditions will result in changes in the mean replacement age of units. This paper develops a model for such time‐varying replacement behaviour and empirically tests it in the Australian automotive industry. Both longitudinal census data and the empirical analysis of the replacement sales model confirm that there has been a substantial increase in the average aggregate replacement age for motor vehicles over the past 20 years. Further, much of this variation could be explained by real price increases and a linear temporal trend. Consequently, the time‐varying model significantly outperformed previous models both in terms of fitting and forecasting the sales data. Copyright © 2001 John Wiley & Sons, Ltd.     

Modifying quantitative forecasts of livestock production using expert judgments: An application to the australian lamb industry

The judgmental modification of quantitative forecasts has become increasingly adopted in the production of agricultural commodity outlook information. Such modifications allow current period information to be incorporated into the forecast value, and ensure that the forecast is realistic in the context of current industry trends. This paper investigates the potential value of this approach in production forecasting in the Australian lamb industry. Several individual and composite econometric models were used to forecast a lamb-slaughtering series with a selected forecast being given to a panel of lamb industry specialists for consideration and modification. The results demonstrate that this approach offers considerable accuracy advantages in the short-term forecasting of livestock market variables, such as slaughtering, whose values can be strongly influenced by current industry conditions.     

A comparative evaluation of objective and subjective weather forecasts in the united states

This paper is concerned primarily with the evaluation and comparison of objective and subjective weather forecasts. Operational forecasts of three weather elements are considered: (1) probability forecasts of precipitation occurrence, (2) categorical (i.e. non-probabilistic) forecasts of maximum and minimum temperatures and (3) categorical forecasts of cloud amount. The objective forecasts are prepared by numerical-statistical procedures, whereas the subjective forecasts are based on the judgements of individual forecasters. In formulating the latter, the forecasters consult information from a variety of sources, including the objective forecasts themselves. The precipitation probability forecasts are found to be both reliable and skilful, and evaluation of the temperature/cloud amount forecasts reveals that they are quite accurate/skilful. Comparison of the objective and subjective forecasts of precipitation occurrence indicates that the latter are generally more skilful than the former for shorter lead times (e.g. 12–24 hours), whereas the two types of forecasts are of approximately equal skill for longer lead times (e.g. 36–48 hours). Similar results are obtained for the maximum and minimum temperature forecasts. Objective cloud amount forecasts are more skilful than subjective cloud amount forecasts for all lead times. Examination of trends in performance over the last decade reveals that both types of forecasts for all three elements increased in skill (or accuracy) over the period, with improvements in objective forecasts equalling or exceeding improvements in subjective forecasts. The role and impact of the objective forecasts in the subjective weather forecasting process are discussed in some detail. The need to conduct controlled experiments and other studies of this process, with particular reference to the assimilation of information from different sources, is emphasized. Important characteristics of the forecasting system in meteorology are identified, and they are used to describe similarities and differences between weather forecasting and forecasting in other fields. Acquisition of some of these characteristics may be beneficial to other forecasting systems.