live in difficult times: the economy is not performing how we would
like; there is a constant terrorist threat; the weather does not behave
the way in which we expect and our personal identity may be becoming
somewhat confused. All this leads to a level of uncertainty for
consumers and businesses.
the Loop's latest MarketLoop newsletter looks at some of the factors
that are driving this uncertainty and the impact these then have on
consumer and business uncertainty. The principal conclusion is that
uncertainty has become part of the business environment and is not a
temporary phase. As a result companies will have to factor this into
their strategic planning.
Payne, Strategic Projects Director of Through the Loop: "it is no
longer sufficient to wait until the business environment becomes more
certain and stable. There are so many issues that have led to this more
turbulent environment that companies will have to treat this as the
environment in which they will have to operate in the future. This means
that strategy has to become more flexible and they have to plan
short-term as well as long-term so that their direction can be changed
at a moment's notice."
copy of the MarketLoop is available on the Through
the Loop Web site.
the Loop Consulting Limited is an independent research-based marketing
consultancy. Through the Loop analyses key marketing and branding issues
that affect companies today in a chaotic business environment.
further information, please contact: Through the Loop Consulting Ltd.
Tel: 01628 898542, fax: 01628 474836, e-mail: