BUS602: Marketing Management

Scan hits and trends are not predictions. They are merely an assessment of what might be possible in the future, not what will be. Scan hits and trends therefore inform thinking about how the organization might need to operate in response to increasing complexity and uncertainty in the external environment. So, always take a "big picture" view today and a "long picture" future view of your trend, watch for deviations from your expected norm, and adjust your thinking accordingly.

Over time, your preliminary clusters of scanning hits will become stronger and you will recognize common or similar patterns of change. At this stage, you probably have a trend, and you will be able to write a short summary statement about that trend, so that people will understand its importance to your organization. Questions about the trend's implications for your organization will also probably start to emerge at this stage – keep a note of these questions as they will be useful at the reporting stage. You may also start to see connections (both positive and negative) among trends. Keep a record of them as well, as they will be useful "conversation starters" further along in the strategy development process. 

Figure 37. Add a Trend