A company distributes products through a multitiered distribution network.

The most appropriate way to address the variability of demand is to increase demand visibility with all partners. Demand visibility is the ability to access and share accurate and timely information on customer demand and market conditions across the supply chain1. Increasing demand visibility with all partners can help address the variability of demand by enabling better forecasting, planning, and coordination of supply chain activities23. Increasing demand visibility can also help reduce the bullwhip effect, which is the amplification of demand fluctuations as they move upstream in the supply chain4.