Get the product where it needs to be, when it needs to be there
The demand-supply imbalance affected the company in many ways. For example, the company launched and delivered new products even before getting regulatory approval in some markets, which not only led to compliance issues but caused supply shortages in markets where the products had already received approval.
Ad hoc wasn't cutting it
To complicate matters, the company's planning parameters were often inaccurate, and its markets weren't forecasting their needs correctly, either. So the enterprise was filling orders on an ad-hoc basis, which often strained supply in the central warehouse. For its part, manufacturing couldn't plan or budget for these erratic orders. And on the order fulfillment side, as a tactical measure to counter this supply constraint, people were manually determining which orders to fulfill first. As a result, fulfillment lead times grew, customer satisfaction suffered, and the company had a sluggish response to fluctuations in supply and demand.