Scenario planning of a company, product, solution or organization is a tough work. You have to understand the landscape, competitors, your capabilities, inertia, common patterns, weak signals, anticipation & game-play. I face the situation on solutions (which is less complex) and an start-up company and the concentration to do it well is enormous.
To gather the information is relatively easy, the tough side is to define plan you want to put in place and be sure that it really is aligned with all these factors.
Image from Bits or pieces?