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The Law of Unpredictability

The document discusses how marketing failures can occur due to an inability to predict competitors' reactions and strategies, and how having both a flexible short-term plan and a long-term direction that changes with trends allows companies like Domino's to deal with unpredictability in the market. It argues that flexibility is key to handling unpredictability, and that focusing on long-term direction rather than rigid long-term plans helps companies adapt to changing technologies and consumer trends.

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Taha Afzal
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47 views

The Law of Unpredictability

The document discusses how marketing failures can occur due to an inability to predict competitors' reactions and strategies, and how having both a flexible short-term plan and a long-term direction that changes with trends allows companies like Domino's to deal with unpredictability in the market. It argues that flexibility is key to handling unpredictability, and that focusing on long-term direction rather than rigid long-term plans helps companies adapt to changing technologies and consumer trends.

Uploaded by

Taha Afzal
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The Law of Unpredictability

Assignment#1

Presented By: Muhammad Taha (13723)

Presented To: Asif Iqbal


Short-term Financial
thinking is the problem,

ISSUE STATEMENT Not Short-term


Marketing

• Marketing failures are due to failed forecasting of competitors’ reactions.

• You won't know how to respond to a competitor's strategy if you don't know
what it is they are hatching.

• The more unpredictable your rival is, the more unpredictable your position as a
market leader will be.
TWO EXAMPLES
1. General motors
• Doing wonders in the 1960s
• Started focusing on numbers rather than brand
• Slow to react to small car trends

2. Hico & yummy ice creams


• Led the charge for frozen desserts in Pakistan until the late 1990s
• No brand image, lack of resources
• Declared unfit for consumption by PFA in 2019
Long Term Plan is Rigid
Long Term Direction is

WAY TO MOVE FORWARD Flexible, Changes with


Trends and Technologies

• Flexibility is key to unpredictability.

• For a successful short-term plan, a product should have unique characteristics.

• Long term direction rather than long term plan


DOMINO’S
• Mr. Tom Monaghan’s short-term plan was to deliver pizza in a short period of
time

• Long-term direction was to start home delivery

• Only possible if domino's had multiple franchisees throughout the city

• Accomplished both objectives through his unique short-term planning and


carrying on with his long-term direction
FINAL STATEMENT

Market research might pose more of a problem than a


solution, even while keeping an eye on trends can be a helpful
strategy for coping with the unpredictability of the future.
Measurements of the past are where research excels. It's
nearly impossible to quantify new notions and ideas. Adding a
ton of flexibility to your company is one strategy to deal with
an unpredictably changing environment.

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