Principles of Supply Chain Management, Second Edition, 2nd Edition

162 Principles of Supply Chain Management

demand management plan, which then becomes a part of the total business plan for the

company. Although not explicitly shown, the model implies the presence of feedback at all

stages in the process.

The model in Figure 5.4 presents the idea that while marketing and operations begin

their evaluation process separately, each has a responsibility to maintain contact with

one another to preclude widely divergent plans. As the planning process moves to the

right, marketing and operations merge closer together, signifying they maintain closer

communications and coordination, until their individual strategies are fully integrated

at the demand management juncture. Both marketing and operations start with com ...