CHAPTER 5
Demand Generation and Forecasting
5.1 INTRODUCTION
In the pharmaceutical industry, generally, the exercise of forecasting for the next year starts sometimes in November/December and is completed by the end of March of the ensuing year.
This exercise is done considering the following:
- Growth expected for the ensuing year
- Growth of the Indian pharma market
- Past trend of growth of the organization
- Past trend of growth of close competitors
- Past trend of growth of different therapeutic segments
- Actual sales and expected growth in various territories/regions/states/zones/etc.
- Compiling the entire data all over India and then taking a final decision looking into pros and cons, viz. mission of marketing department vis-à-vis corporate mission ...
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