Abstract :
Demand management can be defined as the way of profitably meeting customer demand while ensuring service and quality. It is made up of four components and must be conducted at three levels. At a strategic level, organisations must manage total demand whilst they acquire new infrastructure, technology or skills. At the tactical level the aim is align resources to enhance customer value in the most profitable way. Operational demand management aims to provide reliable delivery performance within supply constraints. Four components creation, communication, supply planning and order management are usually associated with operational demand management, however, they can be applied equally well at the strategic and tactical levels.
