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.

1. Competitive Scenario
Planning Process
October, 2013

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