ANALYSIS AND FORECASTING OF DEMAND FLUCTUATIONS BASED ON MARKETING DATA: TOOLS FOR EFFECTIVE PRODUCTION PLANNING

Introduction. Fluctuations in demand are caused by many factors, including economic, social, technological and seasonal. Using marketing data to analyze these changes opens up new opportunities for forecasting, increasing the accuracy of management decisions. The research focuses on the development of tools and approaches for demand analysis that will contribute to reducing the risks of overproduction and product shortages, as well as optimizing the use of resources. Purpose. Justification and development of methodical approaches for forecasting fluctuations in consumer demand based on the use of operational data of the marketing direction.