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.