IMS Competitive Scenario Planning Process
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A brief overview of the scenario planning process by Integrated Marketing Solutions. A much underutilized framework for thinking that should be an integral part of any strategic planning process. Most companies choose to do war gaming exercises periodically, which can be good, but does not allow for the depth of exploration and thinking needed in today's competitive environment.
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IMS Competitive Scenario Planning Process
- 2. Scenarios aim to stretch thinking about the future and widen the range of alternatives considered. - Michael Porter
- 3. Competitive Scenarios • Descriptive narratives of plausible alternative projections of a specific part of the future. • Possible, Credible and Relevant • A search for an understanding of how the future could change and how an organization can thrive by adapting to a number of changed future circumstances. ©2013 Integrated Marketing Solutions Slide 3
- 4. Competitive Scenario Elements Driving Forces: Environmental: economic, social, cultural, ecological, technologic events and trends. Actions of institutions: business organizations, political, governmental agencies, regional and international bodies, etc. Plots Driving Forces “What & How” Logics Competitive Plots: The story of “what” and “how” would have to happen for a specific future to come to be. End States End States: What will happen in a particular future at some specific time. A speculative projection based on a specific set of assumptions. Not a forecast… “Why” Logics: The “why” underlying the “what” and “how” of a competitive plot. Could it happen? Are there inconsistencies? How could it happen? Why might it happen? ©2013 Integrated Marketing Solutions Slide 4
- 5. IMS Competitive Scenario Planning Process Scenario Planning Process Customization Competitor Research Share Scenario Ideation & Exploration Pre-Workshop Pre-work Pre-read Competitive Action Plan Integration Workshop Scenario Thought Starters Share & Build ©2013 Integrated Marketing Solutions Scenario Mitigation Ideation & Exploration Scenario Validation & Prioritization Post-Workshop Scenario Mitigation Action Planning Share & Build Slide 5