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Defining and Building Scenarios Target market Definition – who is the target market? Analyzing Customer Behavior – will HDTV be perceived as a truly innovative product or just another TV (replacement/additional)?

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defining and building scenarios
Defining and Building Scenarios
  • Target market Definition – who is the target market?
  • Analyzing Customer Behavior – will HDTV be perceived as a truly innovative product or just another TV (replacement/additional)?
  • Defining Externalities – Will FCC make the decision on time? Will software be available?

h:\share\rabino\information and marketing strategy.ppt

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Scenario Planning (SP) attempts to compensate for 2 common errors in decision making – under prediction and over prediction of change.
  • Knowledge is divided into 2 areas:
    • Things that we believe we know something about and,
    • Elements we consider uncertain or unknowable.
  • SP attempts to capture the richness & range of possibilities, stimulating decision makers to consider changes that they would otherwise ignore. Scenario are aimed at challenging the prevailing mind-set.

“With over 50 foreign cars already on sale here, the Japanese auto industry isn’t likely to carve out a bit slice of the U.S. market for itself.” (Business Week August 2, 1968.)

h:\share\rabino\information and marketing strategy.ppt