The Impact of Demand Forecasting on Effective Supply Chain with Mediating Role of Strategic Planning in the UAE Pharmaceutical Industry

The research assesses the relationship and impact of demand forecasting in achieving an effective supply chain, mediating the impact of strategic planning in the pharmaceutical manufacturing industry in the UAE. An empirical investigation of the importance of demand forecasting and strategic planning for an effective supply chain within the UAE pharmaceutical industry contributes something new to the literature. Data from 15 Pharmaceutical companies based in Abu Dhabi, UAE, was used for data analysis. A quantitative technique was followed, and descriptive, causal and analytical research design was used. A convenient cluster sampling technique was applied. Two hundred sixty-three valid questionnaires were analysed using correlation, linear regression and ANOVA. The findings showed a significant direct relationship and impact of demand forecasting in achieving an effective supply chain. At the same time, the indirect impact through the mediating role of strategic planning was found to be significant. The research domain focused on the relationships among three variables; demand forecasting, strategic planning, and effective supply chain. However, the investigation is limited to the pharmaceutical industry in UAE during 2022. Demand forecasting is essential for a sustainable supply chain. At the same time, organisations in general and pharmaceuticals in specific who seek to improve the supply chain's effectiveness are recommended to implement and practice proper strategic planning and demand forecasting.