In a time of uncertainty one of the most powerful tools we have is scenario planning. This approach has been underutilized in pricing, but its power is now becoming apparent. There are three key ways to use pricing scenarios. Each of these is explored here.

Ibbaka has an ongoing research program in market segmentation, customer targeting and pricing. This connects to our other research in talent, competency and skill management. Market research is outside in. Skill research is inside out. This report is on pricing actions and pricing action portfolios.

Scenario planning is a powerful tool for managing uncertainty. It is a powerful way to frame pricing strategy and to prepare a portfolio of pricing actions. Planning is important to pricing agility.

One cannot plan pricing actions in isolation. Pricing excellence requires a portfolio of possible actions, with different levels of investment and different levels of risk and return. Learn how to build and manage your pricing action portfolio.