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.
在目前瞬息万变的市场形势，媒体和竞争压力的增加有碎片整理总是会在短期和长期预测的不确定性。这并不意味着战略规划的作用是死的，它是无用的。角色需要复兴。没有战略，可以执行的肯定，重要的是要了解成功执行。成功的战略规划侧重于平衡风险。战略规划师可以计算出风险，并开发出相应的策略。发展方案允许一个策划人，需要一个复杂的方法，可在不同的情况下实现的。情景规划允许组织反应情况，并利用自己的资源利用情况。另一种观点认为不确定性处理与刚性的长期计划，然后根据情况调整计划与连续监测计划。
战略规划有一个长期的行动计划，并预测市场在规划过程中起着至关重要的作用。由此产生的问题，没有人能预测未来的事件100％准确地应该有任何硬性的营销计划或不呢？战略营销规划是一致的和静态的市场，是相当成功的。在这样的市场未来绝对是不可预测的，但在许多方面，它是可靠的，僵化的计划仍然有效。在某些情况下，市场不够稳定，允许公司与长期僵化的计划没有任何短期定期更新的。在当前情况下，这是很难找到一个稳定的市场，并为每一个市场应该是有计划和定期更新
在市场波动一个刚性的战略计划造成了很多损害公司。
