Gartner Research

Market Insight: Use Scenario Planning to Address the Maximum Market Opportunity in the Manufacturing Industries Through 2023

Published: 16 April 2019

ID: G00388238

Analyst(s): Alexander Hoeppe , Kenneth Brant


Product managers must use scenario planning to complement traditional market planning. Gartner forecasts that manufacturers will spend approximately $3.2 trillion on IT through 2023. However, spending will not be monolithic: Buyers will not share the same missions and readiness to adopt IT.

Table Of Contents


  • External Factor: Manufacturers’ Customer Requirements Are in Flux
  • Internal Factor: Manufacturers’ Approaches to Enterprise Change Will Vary

Background and Context

The Impact

  • Scenario No. 1: Manufacturers in the Systematic Innovation Scenario Protect the Franchise
    • Scenario No. 2: Manufacturers in the Opportunistic Innovation Scenario Find the Right Things to Do, and They Do Them Faster and Better
    • Scenario No. 3: Manufacturers in the Unconstrained Innovation Scenario Pioneer New Sectors
    • Scenario No. 4: Manufacturers in the Experimental Innovation Scenario Drive Innovation With Data



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