Contingency plans element helps avoid scrambling to decide how to adjust marketing strategies when performance against a forecast is higher or lower than expected.
What is Contingency plans ?
A contingency plan, sometimes known as Plan B informally, is a strategy developed to deal with a situation that wasn't anticipated in the original plan. It is frequently used in risk management for a rare risk that, while unlikely, could have disastrous results.
A contingency plan is a strategy created to assist an organization in effectively responding to a large crisis, event, or condition that may or may not occur in the future. A contingency plan addresses a "what-if" scenario that might jeopardize your project or company.
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