Forecasting for business planning: A case study of IBM product sales

Abstract

This is a case study of a closely managed product. Its purpose is to determine whether time-series methods can be appropriate for business planning. By appropriate, we mean two things: whether these methods can model and estimate the special events or features that are often present in sales data; and whether they can forecast accurately enough one, two and four quarters ahead to be useful for business planning. We use two time-series methods, Box-Jenkins modeling and Holt-Winters adaptive forecasting, to obtain forecasts of shipments of a closely managed product. We show how Box-Jenkins transfer-function models can account for the special events in the data. We develop criteria for choosing a final model which differ from the usual methods and are specifically directed towards maximizing the accuracy of next-quarter, next-half-year and next-full-year forecasts. We find that the best Box-Jenkins models give forecasts which are clearly better than those obtained from Holt-Winters forecast functions, and are also better than the judgmental forecasts of IBM's own planners. In conclusion, we judge that Box-Jenkins models can be appropriate for business planning, in particular for determining at the end of the year baseline business-as-usual annual and monthly forecasts for the next year, and in mid-year for resetting the remaining monthly forecasts.