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Home→The Westburn Dictionary of Marketing→S→scenario

scenario

Definition:
Sequence of events that might possibly occur in the future. In the context of business planning a scenario depicts a particular combination of the interdependent issues, factors or forces (social, economic, competitive, technological, political) that define the future. A scenario depicts a possible future state and should not be taken as a forecast. It does so in a logical and internally consistent manner. A scenario will, therefore, describe the course of events, combination of factors or evolution of trends that is expected to realize one of several plausible alternative futures. Additional scenarios can be constructed to describe a range of possible combinations of the pertinent variables. for example, from optimistic to pessimistic. Multiple scenarios provide a vehicle for environmental analysis and strategic planning.

Cross-References:
[scenario planning]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Douglas Brownlie and Michael Baker], [1998].