Mapping Dagab´s End-to-End Forecasting Process: Cross-Functional Misalignments in End-to-End Forecasting and Procurement

Sammanfattning

This master thesis is examines Dagab´s current end-to-end forecast process, fromhow the customers demand signals becomes purchasing decisions. The study focuseson how the information for customer demand is gathered, interpreted, andhandovers between different function, but also how the bottlenecks and inefficienciesin the coordination is affecting the process efficiency and trustworthiness. Thestudy is a qualitative case study of Dagab External Affairs, with empirical data frominterviews, observations and internal documents.The results shows that the process can be described as a sequential chain wherecustomer input is transformed into forecast, system registrations and in the end,procurement decisions, and in the practice, it is in practice less linear, relying heavilyon manual adjustments, individual experience and informal communication. Theforemost challenges are about the unclear ownership in the process, lacking informationquality, semantic differences in the functions, and goals differences. Thistype of problem is creating bottlenecks, reactive work, increased risk for delays orshortages, especially for new articles, campaigns, and menu related launches.The study shows that recurrent operative disturbances can affect the customers trustfor Dagab, foremost when there occurs a distinction between customers’ expectationsand the actual delivery capability. The conclusion for the study is that theimprovements should be focusing on clearer end-to-end ownership, common definitions,better handovers, defined control checkpoints and more structured follow-ups.Thus, should the forecasting be understood as a question of cross-functional processdesign rather than just the forecasting precision.