(b) Explain how the process of developing scenarios might help John better understand the

(b) Explain how the process of developing scenarios might help John better understand the macro-environmental

factors influencing Airtite’s future strategy. (8 marks)

(b) Carrying out a systematic PESTEL analysis is a key step in developing alternative scenarios about the future. Johnson andScholes define scenarios as ‘detailed and plausible views of how the business environment of an organisation might developin the f