O'Reilly logo

Definitive Business Plan, Second Edition, The by Richard Stutely

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Up close and personal – industry and product demand

As useful as they are, leading indicators have one shortfall. They predict the future using past relationships – and, as Henry VIII with his six wives taught us, relationships can change. As indicated earlier, trends in culture and fashion, fads, advertising, product promotions and so on can cause changes at three levels, in demand for:

  • a product class (for example, travel);

  • a product category (air travel);

  • your product (your specific air travel services).

What do you do? You add a couple of lines to your forecast making additional provision for these changes. You have already examined the external environment (Chapter 5 ) and developed a marketing strategy (Chapter 6 ). Now you have to assess ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required