Planeación por escenarios: un caso de estudio en una empresa de consultoría logística en Colombia

Uncertainty about market trends and the business environment in which companies operate is one of the main challenges managers currently face. A company that analyzes its environment and tries to predict possible future scenarios will not be surprised by changes thereof and can establish action plans in advance to ensure it will be effective regardless of which scenario ultimately prevails. This article is a case study about scenario planning in a company that offers logistics consulting services in Colombia. The scenario planning process led to the identification of key challenges, trends and market opportunities for the company in question.