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How to develop market scenarios – demand


This chapter deals with identifying the current strategic market issues and current market dynamic and testing different scenarios for the market on them in order to ascertain their impact. A step-by-step guide is provided to enable managers to test a shared understanding of what the key variables are likely to be in the future and what their impacts are likely to be. It also enables different scenarios with different likelihoods of occurrence and different levels of impac...


Cover of Understanding Markets and Strategy


Surviving in today’s business climate means being prepared for what’s coming around the corner, even when you may not know what it is. Learn how to develop scenarios that will help you minimize the chances of being taken by surprise by a sudden shift in the market.