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La prévision des ventes dans l’entreprise, quel rôle pour améliorer la performance?

KERROUCHA Ikram, SALAH Elyas

Abstract:
The aim of the study is to show the relevance of a good mastery of sales forecasting
techniques to substantially improve the company’s performance, for this purpose a modeling test
will be proposed using the econometric model VAR. In a first time, we will discuss the theoretical
aspects of performance as well as the role of sales forecasting as a leading tool in management
control. In a second time, the empirical study will highlight this role in an Algerian company
specialized in the production of milk and dairy products. The main results of this study show that
the improvement in the performance of this company is dependent on a good sales forecast based on
risk management to better consider the future in a competitive and uncertain context.
Keywords: sales forecasting; performance; modeling; management control.
Jel Classification Codes: L25 ,C22.