USING THE SCENARIO PLANNING: CASE OF BRICK PRODUCTION

Abstract

Purpose and aims. Both rapid dynamics of markets and fast shifts in economic state of nations are the reasons that Russian managers must have in mind when crafting strategic objectives. Clearly they are needed in appropriate planning methods such as scenario planning. But Russian companies are not familiar with technique of scenario planning and its benefits. Thus the article reveals the case of scenario planning for the brick production in the Perm Kraj (Russia).

Data and means evidence. The article is based upon the data collected from leading analytic agencies, international organizations, the Russian Government and Proizvodstvo keramicheskogo kirpicha na Zakamennoy, Ltd. The methodologic base is the Royal Dutch/Shell’s approach for scenario planning.

Outcomes. The authors disclose the stages and content of scenario planning for a local market such as brick production. This technique is successfully implemented in the Proizvodstvo keramicheskogo kirpicha na Zakamennoy, Ltd. which is having the leading position at a regional market.

Conclusions. Scenario planning is very useful technique for the studying and forecasting of macroeconomics within strategic planning process. It is able to avoid the crisis of a company for the period of the economic decline.