There may well be a plan from their owners to increase revenue and improve aspects of the club off-the-field, but it does seem like they haven't really got a long-term plan on-the-pitch.
They may well have signed Coady and Ward etc to try to stay up this season, but think the transfers made in the summer could well put them in serious danger this season.
If it weren't for Sheffield Wednesday's trouble and Sheffield United's unexpected poor start to the season, Parkinson would be under even more pressure now.