Abstract:
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.
Description:
This paper was transferred from the original CD ROM created for this conference. The material on the CD ROM was published using Adobe Acrobat technology. The original CD ROM was produced by Document Transformation Technologies Postal Address: PO Box 560 Irene 0062 South Africa. Tel.: +27 12 667 2074 Fax: +27 12 667 2766 E-mail: doctech@doctech.co.za URL: http://www.doctech.co.za
