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Lecture 5 - Scenarios and Market & Product Strategies
Evaluation and Selection of strategies
The forecast of methods and strategies will come from primary data and secondary data compiled
...
It
looks at the probability of an event occurring, how desirable the event is and what is the feasibility
of the event
...

The limitations with it are that:
There could be more influence from a dominant individual
Group Pressure, a need to conform
Slow progress
In hands of facilitator of the programme

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The Trend-Impact Analysis is the technique for projecting future trends from information gathered
on past behaviour
...
Past history is first extrapolated by
computers and then modified by expert opinion (e
...
(ie PEST factors)
How the uncontrollable factors such as pest influence the controllable factors like the marketing
mix
Prepare Background > Select Critical Indicators > Establish past behaviour for each indication >
Verify potential future events > Forecast each indicator > Write Scenario
Strategies can be formed for different sections of the market for example:

- The scope: single, multi-market or total market
- The Geography: local, regional, national or international

- The entry strategy: first-in, early, or laggard entry
- Commitment strategy
- Dilution
Product strategies look at McKinsey’s Management of Innovation

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