The purpose of demand management is to balance the needs of customers with the company's capabilities, reducing uncertainty, and providing efficient flow through the supply chain. The aim of this study was to propose a model to analyze demand management maturity process in the supply chain of grocery products. It is expected that the resulting model can subsidize companies to structure and develop skills to reach maturity in demand management process. To this end, a multi-case study was conducted involving 22 companies: grocery industries, supermarkets, and wholesale distributors. Direct observations and 33 interviews were carried out in these companies. The research allowed us to structure a maturity model for demand management that consists of four stages divided into nine dimensions: information sharing, joint planning, joint execution actions, inter and intra-company interactions, performance indicators, involvement of senior management, customer segmentation, supplier segmentation, and information technology. This model enables companies to identify the stage they are in and the dimension they need to focus their efforts. Each dimension represents a means to enable companies to structure themselves and optimize profitability by improving efficiency and effectiveness in the supply chain.
Demand Management; Supply Chain Management; Wholesaler; Grocery industry; Retailer
