Market Sensing

how market information is interpreted, using qualitative and quantitative forecasting methods, and understood by decision makers in the organisation; the process; capture information e.g Porter's 5 forces, brainstorm current & future developments, categorise events by level of probability e.g. Utopia, likely-desirable; Dreams, unlikely-desirable; Danger, likely-undesirable; Future risks, unlikely-undesirable; Things to watch medium likelihood-neutral effect. Involve all and plan.