Mapping Dagab´s End-to-End Forecasting Process: Cross-Functional Misalignments in End-to-End Forecasting and Procurement

Abstract

This master thesis is examines Dagab´s current end-to-end forecast process, from how the customers demand signals becomes purchasing decisions. The study focuses on how the information for customer demand is gathered, interpreted, and handovers between different function, but also how the bottlenecks and inefficiencies in the coordination is affecting the process efficiency and trustworthiness. The study is a qualitative case study of Dagab External Affairs, with empirical data from interviews, observations and internal documents. The results shows that the process can be described as a sequential chain where customer input is transformed into forecast, system registrations and in the end, procurement decisions, and in the practice, it is in practice less linear, relying heavily on manual adjustments, individual experience and informal communication. The foremost challenges are about the unclear ownership in the process, lacking information quality, semantic differences in the functions, and goals differences. This type of problem is creating bottlenecks, reactive work, increased risk for delays or shortages, especially for new articles, campaigns, and menu related launches. The study shows that recurrent operative disturbances can affect the customers trust for Dagab, foremost when there occurs a distinction between customers’ expectations and the actual delivery capability. The conclusion for the study is that the improvements should be focusing on clearer end-to-end ownership, common definitions, better handovers, defined control checkpoints and more structured follow-ups. Thus, should the forecasting be understood as a question of cross-functional process design rather than just the forecasting precision.