oboloo FAQ's

What is Demand Management? – Definition

What is Demand Management? – Definition

When it comes to running a successful business, one of the most important tools you can have is effective demand management. This approach to managing your finances and operations helps you maximize profits by ensuring that customer demands are met in the most efficient and cost-effective way possible. But what exactly is demand management? What benefits can it offer businesses? In this blog post, we will explore the definition of demand management and provide an overview of its benefits. So keep reading to find out more!

What is demand management?

Demand management is the strategic process of aligning an organization’s supply with its demand. In other words, it is the proactive management of customer demand to ensure that an organization can meet its sales and service objectives.

There are many benefits to implementing a demand management strategy, including:

-Increased customer satisfaction: By aligning supply with demand, organizations can better meet customer expectations and improve satisfaction levels.
-Improved forecasting accuracy: A robust demand management process can result in more accurate forecasting, which can lead to better decision-making around inventory levels, production planning, and capacity utilization.
-Reduced costs: By reducing variability in demand, organizations can reduce waste and errors throughout the supply chain, which can lead to significant cost savings.

The history of demand management

The history of demand management can be traced back to the early days of industrialization. In the early 1800s, demand for goods and services was driven by a combination of population growth and technological advancement. This led to a boom in production and an increase in the number of jobs. As the industrial revolution progressed, so did the need for better methods of managing demand. The first steps towards modern demand management were taken in the late 19th century with the introduction of scientific management principles.

In the early 20th century, as mass production became more prevalent, companies began to realize that they needed to better understand and manage consumer demand in order to remain profitable. This led to the development of various marketing techniques, such as market research and target marketing. By mid-century, demand management had evolved into a formalized discipline with its own set of tools and methods.

Today, demand management is an essential part of any business or organization that needs to ensure that its products or services are meeting customer needs. It is also used extensively in government planning and resource allocation decisions.

The different types of demand management

-Joint demand management: This is when two or more products are demanded jointly, such as a printer and ink cartridges. Here, managing demand is about ensuring an optimal mix of the two product types to meet customer needs.

-Unmet demand management: This is when there is a mismatch between customer demand and available supply. Unmet demand can often be managed by adjusting prices or promotions to encourage greater uptake.

-Inventory management: This is all about keeping stock levels at an appropriate level to meet customer needs without incurring excessive holding costs. Inventory management techniques such as Just in Time (JIT) can be used to minimise stock levels and maximise efficiency.

The benefits of demand management

Demand management is the proactive, systematic process of managing demand for goods or services in order to ensure that the right level of supply is available to meet customer needs. The goal of demand management is to match supply with demand in a way that meets customer needs while maximizing organizational efficiency and profitability.

There are many benefits of demand management, including:

1. improved forecasting and planning: by understanding past trends and current drivers of demand, organizations can more accurately forecast future demand and plan accordingly. This can help avoid issues such as stock outs and surplus inventory.

2. better customer service: by managing demand proactively, organizations can ensure that customers always have access to the products or services they need, when they need them. This can lead to increased customer satisfaction and loyalty.

3. increased profits: by aligning supply with actualdemand, organizations can minimize waste and maximize efficiency, leading to increased profits.

4. improved decision making: through analyzing data on past trends and current drivers of demand, organizations can make informed decisions about pricing, product mix, promotions, etc. that will meet customer needs while maximizing profitability.

The challenges of demand management

The challenges of demand management are many and varied. Perhaps the most significant challenge is that of accurately forecasting future demand. This is a difficult task because it requires taking into account a multitude of factors, including economic conditions, customer behavior, and technological change. Even small changes in any of these areas can have a big impact on demand.

Another challenge is managing the expectations of customers and other stakeholders. If demand exceeds supply, there will inevitably be disappointed customers who will need to be managed carefully. On the other hand, if supply exceeds demand, then precious resources have been wasted and this must be communicated clearly to avoid any misunderstandings.

Finally, maintaining an effective balance between inventory levels and customer service levels can be tricky. Too much inventory ties up capital and can lead to obsolescence; too littleinventory can result in stock-outs and unhappy customers. It is therefore important to find that sweet spot where inventory levels are just right.

Implementing a demand management system

In order to successfully implement a demand management system, there are a few key steps that must be taken. First, it is important to understand the drivers of demand within your organization and industry. Once these drivers are understood, you can then develop policies and processes to manage them. Additionally, you must have buy-in from all stakeholders in order to ensure the success of the system. Finally, you must have adequate technology and resources in place to support the system.


Demand management is an important tool for businesses to ensure that the demand for their products or services matches the supply. By understanding customer needs and trends, organizations can create strategies to maximize their profits by accurately predicting when and how much of a product or service will be in demand. With this knowledge, businesses can adjust pricing and inventory accordingly, making sure they never miss out on potential sales opportunities. Properly managed demand can also lead to cost savings through better utilization of resources like workforce hours and materials.

Want to find out more about procurement?

Access more blogs, articles and FAQ's relating to procurement

Oboloo transparent

The smarter way to have full visibility & control of your suppliers


Feel free to contact us here. Our support team will get back to you as soon as possible

Oboloo transparent

The smarter way to have full visibility & control of your suppliers


Feel free to contact us here. Our support team will get back to you as soon as possible

© 2023 oboloo Limited. All rights reserved. Republication or redistribution of oboloo content, including by framing or similar means, is prohibited without the prior written consent of oboloo Limited. oboloo, Be Supplier Smart and the oboloo logo are registered trademarks of oboloo Limited and its affiliated companies. Trademark numbers: UK00003466421 & UK00003575938 Company Number 12420854. ICO Reference Number: ZA764971