Metoda prognozowania sprzedaży w przedsiębiorstwie farmaceutycznym
The methods of sales forecasting in the pharmaceutical company

Summary/Abstract: The process of forecasting often raises a lot of doubts as to its legitimacy. The indication of an appropriate method to build a precise forecast is a multi-stage process. The aim of this article is to present selected methods of forecasting sales on the example of a chosen pharmaceutical preparation. Quantitative methods have been used to achieve the goal: the naive method, the Winters model as well as the qualitative method: the management opinion. Using these methods simultaneously to determine the final forecast of the product under investigation makes it possible to obtain more precise estimates and to take into account various factors that determine the sales forecast. The specificity of the pharmaceutical market creates the need to translate the sector’s determinants into the right sales forecasting methods, which require individual approaches for both: an individual product and product groups. As each prognostic situation may be different, it should be considered separately and attention should be paid to all the factors that determine a given sales forecast.

• Details
• Contents