ABSTRACT : An examination of ASDP’s internal, external, transactional, and contextual surroundings reveals crucial aspects that impact its operations as a ferry service in the midst of a technology megatrend. Qualitative exploratory research was employed to collect data through informal conversations, interviews, focus groups, and case studies, with a particular emphasis on flexibility. The identification of two critical uncertainties, including “Customer Behavior” and “Technology Trend & Adoption,” serves as the foundation for the creation of four scenarios. Pianissimo: ASDP has the least favorable conditions due to low technology adoption and diminishing client preferences for ferry service. Mezzo Piano refers to a situation where technology adoption is slow but customer behavior is advanced. Mezzo Forte, on the other hand, describes a scenario where technology adoption is rapid but customer support is insufficient. Lastly, Fortissimo represents the ideal scenario where technology trends are aligned and customer behavior is supportive. ASDP will closely monitor early warning signs in order to adjust its methods with precision to assure readiness for forthcoming changes.
KEYWORDS – critical uncertainties, customer behaviour, ferry industry, scenario planning, technology trends