Abstract: A system and method for optimizing planned profitability and network design. The system integrates sales and marketing planning and budgeting with the supply chain. This integration is achieved by inclusion of data representative of non-physical sales, general, and administrative (SG&A) costs, by development of response curves including sales and marketing SG&A costs, and by development of capacitation cost curves including nonphysical SG&A costs and supply chain costs. The optimality of the plan according to the present invention is made possible by applying optimization techniques to the integrated data. The optimality of the network design according to the present invention is made possible by making demands available for optimization.