The Failure of Practical Intuition: How Forward‐Coverage Inventory Targets Cause the Landslide Effect

Seasonal demand for products is common at many companies including Kraft Foods, Case New Holland, and Elmer's Products. This study documents how these, and many other companies, experience bloated inventories as they transition from a low season to a high season and a severe drop in service levels as they transition from a high season to a low season. Kraft has termed this latter phenomenon the “landslide effect.” In this study, we present real examples of the landslide effect and attribute its root cause to a common industry practice employing forward days of coverage when setting inventory targets. While inventory textbooks and academic articles prescribe correct ways to set inventory targets, forward coverage is the dominant method employed in practice. We investigate the magnitude and drivers of the landslide effect through both an analytical model and a case study. We find that the effect increases with seasonality, lead time, and demand uncertainty and can lower service by an average of ten points at a representative company. While the logic is initially counterintuitive to many practitioners, companies can avoid the landslide effect by using demand forecasts over the preceding lead time to calculate safety stock targets.