3. Enabling Sales Volume Growth
This chapter focuses on the business dimensions that promote sales revenue growth. The two basic ways to increase the volume of sales are as follows:
1. Fulfill a new demand: When a new demand surfaces in a business environment, it is probably associated with a new product, new solution, new application, new client, new geographic region, or a combination of these. The impact, intensity, and complexity in the supply chain may different markedly in any of these cases, but the commonality is this: a new market exists.
2. Fulfill an existing unsatisfied (for whatever reason) demand: Lost-sales patterns must be identified, mitigated, and reduced.
In fact, there is also a third opportunity, associated with efficiency ...
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