An interesting post here on LinkedIn from Stephen Bedford, the owner of Conical, on the need to plan for the future changes in the UK's political landscape.
Somewhere in the plan there will have been some form of market analysis and a review of the forces facing the business. The thing is it is an incredibly tricky time to plan. Even if the UK votes to stay in the EU the assumption that all will be good and calm is wishful thinking. The EU faces unprecedented migration at a time when some member states are very weak indeed. We are also seeing swings in politics that could change the landscape very quickly. So strategic level marketing planning in this environment needs to be agile. An annual plan with projections to 3 or even 5 years seem inadequate in this volatile time. Lead times for campaigns need to be quicker, tactical adjustments may well be the norm, and our environmental analysis tools need to accommodate change.