When firms are not flexible at all, the risks increase. The chances of getting into a state of immobility increases. Focused strategies are best for mature markets in which it is easier to predict the future of the market and products.
In the present situation with a rapidly changing market, defragmentation of media and increased competitive pressures there is always going to uncertainty in predicting in short term and long term. This doesn’t mean that the role of strategic planning is dead and it is useless. The role needs to be revived. No strategy can be executed with certainty which is important to understand for successful execution. Successful strategic planning focuses on balancing the risk. A strategic planner can calculate the risks and develop a strategy accordingly. The development of scenarios allows a planner to take a sophisticated approach that can be implemented in varying situations. Scenario planning allows organizations to react to situations and utilize their resources to take advantage of situations. The other view is that the uncertainty is dealt with a rigid long term plan and then adjusts the plan according to the situation with a continuous monitoring of the plan.
The strategic planning has a long term action plan and it predicting the market plays a crucial role in the planning process. The question arises that no one can predict the future events 100% accurately so should there be any rigid marketing plans or not? In a market which is consistent and static, the strategic marketing planning is quite successful. The future in such markets is not predictable in absolute terms but in many ways it is reliable and a rigid plan can still be effective. In some cases the markets are stable enough which allows a company to operate with a long term rigid plan without any regular short term updates. In the current scenario it is hard to find a market which is stable and for every market there should be regular updates on the plan and the
In fluctuating markets a rigid strategic plan can cause a lot of harm to the company.
当企业不灵活时，风险增加。进入静止状态的几率增加。策略是最好的成熟的市场，它是比较容易预测的市场和产品的未来。
在目前的情况下与一个迅速变化的市场，碎片整理媒体和竞争压力的增加总是会有不确定性的短期预测和长期。这并不意味着战略规划的作用是死的，它是无用的。这个角色需要复活。没有战略可以执行的确定性，了解成功执行的重要。成功的战略规划的重点是平衡风险。战略规划可以计算风险，并据此制定一个策略。的发展情景让规划师采取先进的方法，可以在不同的情况下实施。情景规划使组织能够作出反应的情况下，利用他们的资源利用情况。另一种观点认为不确定性处理刚性的长期计划并按计划中连续监测的情况，然后调整计划。
战略规划有一个长期的行动计划，预测市场在规划过程中起着至关重要的作用。问题是，没有人能预测100%准确所以应该有刚性营销计划或不活动的未来？在一个市场是一致的，静态的，战略营销计划是非常成功的。在这样的市场的未来是不可预测的绝对数量却在许多方面是可靠的和刚性的计划仍然有效。在某些情况下，市场是足够稳定，使公司运营与长期的刚性计划无规律，短期更新。在目前的情况下很难找到一个市场是稳定的，每一个市场上要有计划的定期更新和
在波动的市场刚性的战略规划能造成大量的损害公司。
