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Class,The essence of demand management is to estimate and manage customer demand and use this information to make operating decisions (Coyle, Langley, Novack & Gibson, 2017, p. 212). the demand and supply integration process begins with the recognition that the organization has a set of strategies and tactics related to the demand and supply management. As the organization identifies the need for improved demand management, several problems might occur (Coyle, Langley, Novack & Gibson, 2017, p. 210). A critical factor for the improvement of demand management performance is information technology support. Information technology is a prerequisite to be used in the demand process management and supply process management separately. However, this resource can also be useful for another problem, coordinating processes with each other, lack of coordination between departments, both inside and outside of the organization. One of the most recent initiatives aimed at achieving true supply chain integration is collaborative planning, forecasting, and replenishment (CPFR). An accurate CPFR forecast could be translated directly into a production and replenishment schedule by the manufacturer since both quantity and timing are included in the CPFR forecast (Coyle, Langley, Novack & Gibson, 2017, p. 227). These are the elements