OPTIMAL PLANNING: THE USE OF SALES FORECASTS

Budgets are established and decisions in a firm are made on the basis of the sales forecast. In the majority of firms this forecast is a single value estimate of sales. The decisions made on the basis of the single value estimate frequently fall short of optimal strategies because of costs that occur when actual sales differ from forecast sales. These costs, measured in terms of opportunity losses, can be minimized when considered in conjunction with a probability distribution of sales. Three methods for determining the probability distribution of sales are considered in this paper. These are regression analysis Schlaifer's approach for establishing a subjective distribution, and Bayesian regression. The use of the distribution in conjunction with linear and quadratic loss functions is illustrated.