The paper "The Balance between Planned and Emergent Approaches to Strategy" is a good example of marketing coursework. A planned approach to strategy involves defining the direction and making decisions regarding the allocation of resources to pursue the strategy in a long term perspective, usually over five years. Long term planning that involves formulating long term plans to meet future needs of the firm (Bernard Jaworski, Ajay K. Kohli & Arvind Sahay 2000)The needs are normally extrapolated of known or present needs, and it begins with charts of current status to projected long term status.
However, in general, it includes short-term or tactical/ operational plans to achieve interim plans, which will eventually make the achievement of long term goals to be possible. Emergent approach to strategy, on the other hand, involves specifying procedures for handling an unexpected or sudden situation that may occur to the firm. It contrasts the attitude of “ it cannot happen here” . Emergent planning should be an important part of the marketing operation since emergencies should be expected to occur Brandenburger, A.M. and Nalebuff, B J 1996) assets in this regard, there may be shortages of time, a lack trained personnel and resources for a rapid decision making during emergencies.
Without an elaborate emergent approach, a firm will obviously incur severe losses, and possibly financial collapse. Marketing managers normally divide all promotional activities into emergency and planned periods to meet both short term and long term company goals. In today’ s business world, the business environment is growing and becoming competitive very fast. Every business organization, therefore, aims to gain a sound competitive edge over the other. For this reason, it is important that, apart from the adhering to the known mainstream plans, the business formulates and implements new strategies from period to period to beat or stay above the heat of competition.
Specifically speaking, gaining the competitive edge over opponents requires formidable marketing planning (Kvint, 2009) the approaches to strategy can be Emergent Approach or Planned Approach. by formulating the framework on which the approaches can be used to keep the strategy alive, one can decide about the more convenient one, in particular situations and how to balance between them so that the firm can get optimal results in its promotional activities Mulcaster, 2009).
Basically, there are two types of promotional frameworks on which an organization can work: Scenario Planning and Competing on the Edge. Scenario Planning Also called scenario analysis or scenario thinking, it is a method in the planned approach that organizations use to make their long-term plans flexible. It is important to note that by strictly adhering to traditional forecasting techniques, one may fail to predict the significant changes in the external environment of the firm (Jawarski, B., Kohli, A.
and Sahay, 2000) serious threats and important opportunities may be overlooked by the management, making the survival of the company to be at stake. Therefore scenario planning has been developed as a tool to deal with uncertain shifts that may occur in the firm’ s environment. Evidently, it will require both the emergent approaches as well as a planned approach. However, the management should first of all design its planned approach in the formulation of strategy Mulcaster (2009), indicates that after the planned approach is already on the table, the organization will use it to reach certain states in their promotional activities, before resorting to emergent approach due to the emergent changes in various marketing variable in the marketing world.
Therefore the emergent approach will be necessary for staging and managing the changing variables of the firm’ s marketing activities.
Bernard Jaworski, Ajay K. Kohli &Arvind Sahay (2000) Market-Driven Versus Driving Markets Journal of the Academy of Marketing Science. Sage publishers.
Brandenburger, A.M. and Nalebuff, B J 1996, the right game: use game to shape strategy, Harvard Business Review, 73(4), pp. 57-71.
Bhatia S.C. (2008) Retail Management. Atlantic Publishers New Delhi
Jawarski, B., Kohli, A. and Sahay, A 2000.Market-driven versus driving markets, Journal of the Academy of Marketing Science, 28(45).DOI: 10.1177/0092070300281005.
Kvint, V (2009). The Global Emerging Market: Strategic Management and Economics. Routledge.
Mulcaster, W (2009). "Three Strategic Frameworks," Business Strategy Series ,Amazon Publishers. New York City.