From forecasting to drink and how we could be more sociable with business.

Gormley, Peter; MacMillan, Gordon; Canduela, Jesus

Abstract

The presentation covers the developments in forecasting and market modeling within Scottish Courage Brands,
the major brewer in the UK take home market. It illustrates the joint development of new methods of demand
modeling with staff and post graduates from Lancaster and Napier Universities.
The areas covered will include regression modeling of the major factors affecting demand, developing
elasticities and cross-elasticities, and more recent developments on profit and promotional modeling.
Finally, there will be a focus on some benchmarking activity, and the wish to further develop a practitionerfocused
group within IIF to advance the application of forecasting in business

Citation

Gormley, P., MacMillan, G., & Canduela, J. (2002, June). From forecasting to drink and how we could be more sociable with business. Paper presented at 22nd International Symposium on Forecasting, Dublin, Ireland

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: 22nd International Symposium on Forecasting
• Start Date: Jun 26, 2002
• End Date: Jun 26, 2002
• Deposit Date: Apr 27, 2011
• Peer Reviewed: Peer Reviewed
• Keywords: Forecasting; market modelling; Scottish Courage brands; regression
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/4365