Developing a new strategy for a micro company
Niskala, Saija (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205139110
https://urn.fi/URN:NBN:fi:amk-202205139110
Tiivistelmä
This thesis is practise based action research, that uses qualitative research methods and theme interviews to gain information and data to develop the new strategy for service providing micro company, Ori-g-Nails, that operates in the field of nail care business.
The need for this thesis arose from need for more analytical and thought strategy that can help the entrepreneur to renew the operations and be more proactive in new innovative actions.
This thesis first concentrates on the strategy work building blocks and especially to the factors that are needed to receive adequate information to create and develop the new strategy for a micro company. Theoretical framework focuses to selected strategy building theories to answer what is good strategy building and what are the main elements of good strategy. The emotional and motivational aspects of strategy building will not be considered in this thesis.
The empirical part, developing of strategy work routines and new strategy suggestion were considered from entrepreneurial and service providing point of view to develop a new strategy for the Ori-g-Nails. Situation analysis and previous existing data showed that the old strategy was inadequate. Theme interviews were held in March 2022 and were conducted with chosen customers and entrepreneurs. After transcription the interviews were analysed, and these results were used with the other empirical data and combined with chosen theory to develop the new strategy.
Theme interviews were particularly helpful in creating a strategy profile and value curve to the company but also gave views on how the theories that are usually aimed to big companies differ when applied to micro companies.
The most important aspects of strategy building, and strategy work is understanding your customers and managing your time. But also, to understand the balance between different factors and how everything is connected and influenced especially in entrepreneurial micro companies. The persona of the entrepreneur is the core and most valuable asset of the company and its brand.
The need for this thesis arose from need for more analytical and thought strategy that can help the entrepreneur to renew the operations and be more proactive in new innovative actions.
This thesis first concentrates on the strategy work building blocks and especially to the factors that are needed to receive adequate information to create and develop the new strategy for a micro company. Theoretical framework focuses to selected strategy building theories to answer what is good strategy building and what are the main elements of good strategy. The emotional and motivational aspects of strategy building will not be considered in this thesis.
The empirical part, developing of strategy work routines and new strategy suggestion were considered from entrepreneurial and service providing point of view to develop a new strategy for the Ori-g-Nails. Situation analysis and previous existing data showed that the old strategy was inadequate. Theme interviews were held in March 2022 and were conducted with chosen customers and entrepreneurs. After transcription the interviews were analysed, and these results were used with the other empirical data and combined with chosen theory to develop the new strategy.
Theme interviews were particularly helpful in creating a strategy profile and value curve to the company but also gave views on how the theories that are usually aimed to big companies differ when applied to micro companies.
The most important aspects of strategy building, and strategy work is understanding your customers and managing your time. But also, to understand the balance between different factors and how everything is connected and influenced especially in entrepreneurial micro companies. The persona of the entrepreneur is the core and most valuable asset of the company and its brand.