The Sales Trend at Guarini
Guarini, a European supermarket brand, has about 150 stores in Spain. Being able to track about a 70% of the purchases through customer debit cards, Julia García, Guarini's marketing director for Spain, feels herself compelled to exploit Guarini's database, which still remains largely underused.
She plans a pilot study using data from one of the stores located in Barcelona. She collects weekly sales data covering two years and tries to estimate future sales. What will be the best forecasting model to use? Each member of Julia's team suggests a different approach.
The case includes an excel file with the corresponding sales data.
Collection: IESE (España)
Ref: AD-370-E
Format: PDF
Number of pages: 2
Publication Date: Jul 11, 2019
Language: English
Description
Guarini, a European supermarket brand, has about 150 stores in Spain. Being able to track about a 70% of the purchases through customer debit cards, Julia García, Guarini's marketing director for Spain, feels herself compelled to exploit Guarini's database, which still remains largely underused.
She plans a pilot study using data from one of the stores located in Barcelona. She collects weekly sales data covering two years and tries to estimate future sales. What will be the best forecasting model to use? Each member of Julia's team suggests a different approach.
The case includes an excel file with the corresponding sales data.
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Geographic Setting: España
Learning Objective
The case is used in the first year of the MBA. The objective of the case is to provide a real and useful example, but at the same time simple enough, to initiate students to sales forecasting.
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"The Sales Trend at Guarini"
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