Sales forecasting is a difficult and challenging task. There are some guidelines for the managers that can enhance the accuracy of sales forecast. It is influenced by marketing plans ad objectives.
Disadvantages and Limitations of Sales Forecasting
There are a number of disadvantages and limitations of sales forecasting. These are discussed below:
1. Lake of Sales History
As there is no past sales history, one has only to guess the future.
This limits the accuracy of the forecast.
2. Change in Business Environment
Introduction of new factors in the business environment such as changes in income, prices, employment, demand, supply, consumption, etc. may disturb the forecasts.
3. Change in Consumer Behaviour
Change in consumer tastes, needs, preferences, habits, conceptions patterns, buying habits, attitudes also limits the accuracy of forecasts.
4. Lake of Facts and Data
In the absence of proper statistical information and authorized data, forecasting does not produce good results.
5. Based on Assumptions
The sales forecasting is usually made on the basis of certain assumptions.
It is based upon past sales records, demand conditions, company policies, available data, and external environment.
But these assumptions cannot always be proved as correct.
6. Availability of Substitute Products
Sales are influenced by the availability of substitutes.
Due to plenty of substitute products, it becomes difficult to forecast accurate Sales figures.
7. Uncertain Growth Rate
It is very difficult to main a rapid rate of growth over an extended period of time.
The business environment has been experiencing recessionary trends in demands during the last decade.
With the result, per capita income, growth of industries, future demand, capital investment, etc. have declined.
In this uncertain and turbulent environment, a correct sales forecasting has become difficult.
8. Higher Cost
Due to higher costs and time constraints, statistical and scientific techniques are not used by small firms.
9. Changing Demand
10. Influence of Psychological Factors
Many psychological factors, such as consumer buying motives, buying perception, exposure, attitudes, values, lifestyles, inclination and other mental processes that affect sales cannot be accurately predicted or assessed.
In such a situation, forecasts cannot generate reliable and accurate results.
11. Mathematical Complexity
May statistical techniques of forecasting are complex to understand and use, whereas simple calculations cannot produce accurate results.
12. Lack of Trained Forecasters
Many companies do not have efficient, trained experienced forecasters.
Native forecasts are simple opinions, ideas, and views that cannot generate good results.
No method of sales forecasting is Perfect. An executive must choose the technique or combination of techniques, that is likely to produce the most accurate estimates of sales given the firm’s particular circumstances.
Companies should consider using more than one forecasting method when the marketing environment is volatile.
Thus, now you know the disadvantages and limitations of sales forecasting.