While they were still busy with their daily routine of selling, advertising Latest Mailing Database and taking orders, large gaps arose in the supply of the products. Philip Kotler , a renowned marketing author, describes in 1974 that some Latest Mailing Database companies were better prepared than others. They already had scenarios ready for this situation and were able to adapt their business operations and marketing mix more quickly based on this. 1. Scenario Latest Mailing Database Planning To quickly anticipate change, it helps if you know what changes to expect.
Scenario planning makes risks, megatrends, microtrends Latest Mailing Database uncertainties and their long-term effects tangible. It has a military origin. Since the 1960s, governments and business people have been using it to determine Latest Mailing Database their long-term strategy. Shell was one of the first to start doing this. Well before the oil crisis, Shell had already prepared scenarios for the development of the oil market. This enabled the Latest Mailing Database company to respond more quickly to the new situation and make better choices than its competitors. The economic profit of this is estimated at billions.
In the current age of climate Latest Mailing Database change, pandemics and international instability, scenario planning is back in fashion. Workshops and training courses are offered everywhere. Scenario planning for scarcity: four future Latest Mailing Database scenarios after the Covid-19 pandemic Four future scenarios after the Covid-19 pandemic, source: cognosis.co.uk 2. Product portfolio analysis In times of scarcity, companies are often the first to Latest Mailing Database dispose of weak product lines, so that raw materials are only allocated to products that are profitable.