Case | HBS Case Collection | March 2005

Henkel Iberica (A)

by Francisco de Asis Martinez-Jerez, V.G. Narayanan and Lisa Brem


In 2002, Esteban Garriga, customer service director at Henkel Iberica, questions whether Collaborative Planning, Forecasting, and Replenishment (CPFR) would help manage retail promotions and limit their impact on the stock-outs and obsolete inventory. Describes the situation facing Henkel Iberica, the Spanish subsidiary of the German consumer products company Henkel KgaA, with respect to the management of retail promotions. The increasing number of promotions and the complexity of the company portfolio seriously taxed Henkel Iberica's sales, production, and distribution systems. Many in the organization believed the company should abandon or cut back promotions and adopt an everyday low pricing strategy. Garriga believes the solution to be in CPFR. Describes Henkel Iberica's operations and provides the necessary background to discuss whether CPFR is the adequate solution for its problems.

Keywords: Business Subsidiaries; Forecasting and Prediction; Price; Distribution Channels; Strategic Planning; Commercialization; Valuation; Rail Industry; Germany; Spain;


Martinez-Jerez, Francisco de Asis, V.G. Narayanan, and Lisa Brem. "Henkel Iberica (A)." Harvard Business School Case 105-023, March 2005.