Scenario planning, an alternative strategic management
tool, has given a new meaning and dimension to the way
strategy should be thought, discussed and implemented in
organizations. This paper introduces scenario planning
in the way the turbulent world should be better managed
by looking for possible futures and not predicting the
only future. No matter how rational strategic planners
are, the complexity of the business environment would
still leave the planners guessing of their planned and
predicted future. This study undertaken using scenario
planning technique by looking at the future of the small
travel business in Malaysia. The three plausible
scenarios discovered were ‘stormy weather’, ‘blizzards’
and ‘occasional shower’. The study recommended that
strategic options available for the businesses were
‘differentiation’, ‘new services’, ‘diversification and
mergers/acquisition’. These options are applicable for
all scenarios. pdf 2005