2026, Vol. 9, Issue 1

author(s)
Aygul Farzaliyeva

abstract
In today’s fast-paced and unpredictable markets, product managers are faced with a growing number of complex decisions that require a balance between risk-taking and foresight. Traditional forecasting methods, often based on historical data, tend to be inadequate when it comes to accounting for market disruptions, changing customer behavior, and other uncertainties. Scenario analysis provides an effective framework for navigating such uncertainty, allowing product managers to explore multiple potential futures and adjust strategies accordingly. This paper explores the use of scenario analysis in product management, focusing on two key decisions: marketing budget allocation and hiring new personnel. By constructing optimistic, base, and pessimistic scenarios for each case, the paper demonstrates how scenario analysis can support strategic decision-making by fostering flexibility, alignment with long-term goals, and financial sustainability. The findings suggest that scenario analysis is a valuable tool for enhancing decision-making in environments characterized by uncertainty.