Based on the document attached, your task is to complete stage 4 and 5 of the scenario plan for Nike. The field of study is marketing insights.
Scenario plan helps plan for the unknown. The first stages(question, contextualization and external drivers) are written up and you will find them in the
Scenario planning stages are:
Asking the question (in the document)
Contextualization(in the document)
External drivers (in the document)
Ranking and Ranging(required)
Naming and Framing(required)
Logic and Narrative(not required)
Distillation and Dialogue(not required)
Validation and refinement(not required)
Interpretation and implementation(not required)
We have already identified a few drivers that the rest of the report needs to be based on.
Based on those, please complete stages 4 and 5(Ranking and ranging // Naming and framing)
Drivers used for these 2 stages and need to be discussed are as explained in Stages 2 and 3:
– Contradicting strategies
– marketing budget
Please view the document attached and continue the required section from there.
Requirements for stage 4: Ranking and ranging
rank and range internal and external drivers (how relevant, how immediate and uncertainty). You can use a table for this stage. I have attached a screenshot
with what it might look like
Requirement for stage 5: Naming and Framing
– Flesh out scenarios that are starting to suggest themselves from the data
– Name the scenarios to give them a personality.
2 screenshots attached to give you an idea on how to construct Stage 5