PLANNING SCENARIOS AND AMPLIFICATION OF VARIABILITY DEMAND

Abstract

This case was based on the problems facing the Delta, a leader in the Brazilian urban pest control, from the dengue epidemic in the summer of 2007/2008, while sales of insecticides and repellants by industry players reached volumes significantly higher than expectations. Failures in forecasting demand caused shortages of products to sell, wear the company's relationship with its dealers, difficulties in production and also loss of market share from DELTA and GAMMA deputy leader for alternative brands. The nature of the problems suggests questions involving the structure of industry and the establishment of the marketing arena, as well as decisions on governance, administration and management involved in setting up own business. Constructed from data collected through literature review, desk research and direct observation techniques, the narrative unfolds from the ideas of uncertainty, organizational transformation and integration by providing opportunities for exploiting the case in disciplines of Strategy, Marketing, Production and Ethics, preferably at the graduate level or raw materials of post-graduation.