Task:You will produce an artefact in the form of a narrated presentation in either audio or video format that presents plausible scenarios for a selected industry. You will do this in the role of a consultant to a company that has requested that you develop the scenarios. These will be based on thorough analysis and will employ suitable a scenario planning technique. The presentation will be supported with detailed notes that show the development of the analysis and the scenarios. (You have to give me a PowerPoint presentation and I will add my video and present the same. I will need 2,400 words of supporting notes in the given template, the template and related guidance is attached for your reference. Before Starting please advise which industry you would be presenting)Further information:Produce a narrated presentation in either audio or video format presenting 4 future scenarios for a selected industry. In support of your presentation you must produce detailed and organized notes (up to 2,400 words) that show development of the scenarios and detail the analysis behind their development. The Scenarios should be developed using appropriate techniques (covered in the unit) on based on thorough analysis of current trends and take into account informed opinion about potential future developments (evidenced in your notes). The analysis should be conducted using appropriate tools selected from your Strategy Toolbox. (I WILL SHARE MORE INFORMATION AS AND WHEN RECEIVED)What should be included in your presentation?
Introduction:
Briefly state what industry you are developing scenarios on. It is important to detail the ‘scope’ – e.g
the region, sector of the industry (for example healthcare is broken into many different sectors).
Development of the Scenario Grid:
Explain why the two dimensions have been selected – what is your evidence that these are the two
key areas of future industry development? Opinion is not evidence – research must be behind the
development of these dimensions.
Explain the extremes of each dimension
‘Extreme’
Dimension 1
‘Extreme’
D
i
m
e
n
s
i
o
n
‘Extreme’
2
‘Extreme’
Describe the scenarios:
What are the names?
2
The description of the scenarios can take many forms. It could be in the form of a story from the
customer’s perspective (how he or she might experience the products or services offered in the
industry within each scenari0 – choose a different customer for each). It could be a description of
what the companies might do (it does not have to be a real company. Something like “companies in
this scenario are likely to….).
Justification of which scenario is the most ‘likely or plausible’
A brief but logical explanation of why a particular scenario might be the one that is most likely to
develop.
Make sure you avoid:









Spending too much time on the introduction
Having 2 dimension that are essentially the same (see ‘step by step guide’)
Not supporting your development of the scenario grid with research evidence
Just reading what is on the slides
Having slides that are filled with text (incredibly boring)
Not providing references in section 2 of the presentation
Not being prepared, so you don’t really understand what you are trying to say
Going over the maximum of 15 minutes
Forget to add your notes template to the submission
Recommended Reading
Core Text – this unit is supported by the following core text:
Johnson, G. Whittington, R. Scholes, K. Angwin, D and Regner, P. (2017) Exploring
Strategy Text & Cases, 11th edition. [EBook] Pearson, London.
Guided Reading
The following is expected reading for this unit.
Johnson, G. Whittington, R. Scholes, K. Angwin, D and Regner, P. (2017) Exploring
Strategy Text & Cases, 11th edition. [EBook] Pearson, London.
Kotler, P. and Keller, K.L., (2014), Marketing Management, 15th. Ed., [E-book], New
Jersey: Pearson Prentice Hall.
Cavusgil, S., Knight, G. and Riesenberger, J., (2017), International Business: Strategy,
Management, and the New Realities, 4th edition, [EBook] New Jersey: Prentice Hall.
Independent Study
Aaker, D.A. and McLoughlin (2010), Strategic Market Management: Global Perspectives,
John Wiley & Sons Ltd. UK
Dibb, Simkin, Pride and Ferrell, (2012), Marketing Concepts and Strategies, 6th Edition,
Cengage Learning,UK.
Jullens, J. (2013) How Emerging Giants can take on the world, Harvard Business Review,
(91)12:121-125.
Kumar, V.; Mudambi, R.; and Gray, S. (2013) Internationalisation, Innovation and
Institutions: the 3 I’s underpinning the Competitiveness of Emerging Market firms, Journal
of International Management, (19)3:203-206.
Magretta, J. (2011), Understanding Michael Porter: The Essential Guide to Competition
and Strategy, Harvard Business Review Press.
Rumelt, R. (2012), Good Strategy/Bad Strategy: The Difference and Why it Matters, Profile
Books.
Key journals
Academy of Management Journal
British Journal of Management
Harvard Business Review
International Journal of Services Management
Journal of Accounting Research
Journal of Management Studies
International Journal of Cross Cultural Management
Organization Studies
Scenarios and strategy by Prof. Paul J. H. Schoemaker – The Wharton School, University of Pennsylvania,
USA

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