Fashionably fit for the future? – A demonstrative study unravelling the concept of scenario planning

Purpose: The purpose of this thesis is to clarify and evaluate the concept of scenario planning. Methodology: Our research methodology has a qualitative approach and uses deductive reasoning. The theoretical field of strategy formulation has been reviewed and in specific the concept scenario planning was unravelled and mapped. Thereafter, our model was tested in a case study where the empirical data was collected through personal interviews. Theoretical field: Literature and articles from the strategic management field have been reviewed with a focus on strategy formulation, scenario planning and Williamson’s theory for the creation of a portfolio for strategic options. Empirical base: Personal interviews and secondary sources such as financial reports, articles mainly from industry media and articles found in the databases ELIN and Affärsdata. Analysis: The analysis work constitutes the testing of our model for scenario planning, integrated into Williamson’s portfolio of strategic options for the future. Result: The work has resulted in a clarified model of scenario planning with links to strategic management schools. The testing of this restructured model has shown that it can be used not only on the specific case company but also on other companies acting in a similar situation or context.