Reduced to its basic essence, the goal of supply chain management is very simple to try to match supply and demand. Although this is look simple but in reality this is difficult task, because the presence of uncertainty.
Perhaps the greatest opportunity for extending the customers order cycle is by gaining earlier notice of their requirements. The mean of information iceberg is the company that only have order to rely on. The area below the surface of the iceberg represents the on-going consumption, demand or usage of the product which is hidden from the view of the supplier. It is only when an order is issued that any visibility of demand becomes transparent.