Marketing Scenario planning for Khuzestan Steel Company

Nowadays, Scenario planning seems to be a well-structured and powerful approach to make strategic decisions in highly uncertain and fluctuated Iranian steel environment. First, this study presents a scenario planning exercise for marketing and sales issue of Khuzestan Steel Company (KSC) who specifically aims to become one of the market leaders in Middle East market. Second, it points out major driving forces with higher uncertainty and greater impact on the KSC and presents four scenarios to clarify unstable marketing and sales strategies paradigm. Associated with these scenarios, marketing executives of the company devised eight strategic directions for Steel turbulent industry. In overall, the results show that most strategic directions are robust against four possible scenario options.

Keywords:

Scenario , Steel industry , Marketing and sales strategy