Strategy Development Plan
Kinabo, Reza (2020)
Kinabo, Reza
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052915393
https://urn.fi/URN:NBN:fi:amk-2020052915393
Tiivistelmä
The primary research target of this research thesis is to develop business strategies options for a start-up e-commerce business. The business strategy analysis framework focuses on the analysis of the company’s strategic choices, strategic position, and strategy in action. Research is based on a practice-based approach using action research methodology, using case study company analysis, and the author as a direct participant for action research.
The theoretical framework of the thesis is built from different kinds of literature related to the strategy analysis framework of internal, external business analysis, industry analysis, and its business environment. Strategy analysis aims attention at observing the strengths and weaknesses of the case study company, understanding, and observing opportunities, and threats of the external environmental factors that influence the positioning of the company in the business environment. This research contributes to the existing literature on developing business strategy for start-up businesses. The kinds of literature used in the thesis project give direction for action research and answer research questions. The analytic tools used to provide valuable information for the case study company and thus information is used to develop strategic options that are implemented by the company. Empirical data is collected through the company’s internal analysis, reports, articles of the e-commerce industry in terms of competition rivals, analysis of most bought products online, online shopping age groups, and qualities of e-commerce. The formulation of the company’s business strategies is the result of the thesis. The case study company did not have a proper strategic framework, therefore formulated strategies are aligned with the company’s competence and existing environmental conditions.
The theoretical framework of the thesis is built from different kinds of literature related to the strategy analysis framework of internal, external business analysis, industry analysis, and its business environment. Strategy analysis aims attention at observing the strengths and weaknesses of the case study company, understanding, and observing opportunities, and threats of the external environmental factors that influence the positioning of the company in the business environment. This research contributes to the existing literature on developing business strategy for start-up businesses. The kinds of literature used in the thesis project give direction for action research and answer research questions. The analytic tools used to provide valuable information for the case study company and thus information is used to develop strategic options that are implemented by the company. Empirical data is collected through the company’s internal analysis, reports, articles of the e-commerce industry in terms of competition rivals, analysis of most bought products online, online shopping age groups, and qualities of e-commerce. The formulation of the company’s business strategies is the result of the thesis. The case study company did not have a proper strategic framework, therefore formulated strategies are aligned with the company’s competence and existing environmental conditions.