Scenario Planning: The Audi Project Process Book

  • Defining scenario planning as a valuable research and planning tool.
  • Discussing the benefits of using scenario planning as a tool.
  • Understanding the objectives of the project
  • Breaking the project down into steps, or "Phases"
  • Sample of just one of the research tools used to gather, analyze, and synthesize findings
  • Sample of just one of the research tools used to gather, analyze, and synthesize findings
  • Identifying driving forces
  • Seeing how driving forces relate to one another in terms of certainty and significance levels for the Audi brand
  • Identifying "key" driving forces that are the most uncertain and most significant for the Audi brand
  • Identifying "key" driving forces that are the most uncertain and most significant for the Audi brand.
     
    These served as guidance for developing the content for the scenarios. In the example above, Social and Political had the highest number of "key" driving forces. Thus, they served as the main categories of content for the scenarios for Year 20.
  • Understanding potential cause and effects of "key" driving forces
  • Identifying potential moods and names for scenarios
  • Sample scenario title page and mood board
  • Sample scenario plot outline
  • Sample scenario narrative page
  • General overview/summary of driving forces for all three year segments
  • General overview/summary of scenarios for all three year segments
  • Reflecting on the learning outcome of the project