Paper presented at the 22nd Annual Southern African Transport Conference 14 - 16 July 2003 "National issues affecting the movement of people and goods - strategic approaches", CSIR International Convention Centre, Pretoria, South Africa. ABSTRACT: This paper highlights the fact that scenario planning could be utilised in strategic marketing
planning in the transport industry. The objectives of the paper are therefore the following:
-To outline the fact that most current strategic marketing planning models do not utilise scenario
planning as one of the processes in the model.
-To outline the rationale behind using scenario planning, as well as the reasons and benefits of including scenario planning.
-To outline a new strategic marketing planning model which incorporates the process of scenario planning in the model for implementation in the transport industry.
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