Strategic Development Approach in a Case Company

Abstract

Business is getting even more complex and an increasing competition is challenging decision makers to make right decisions, being active and finding new solutions for achieving and maintaining a sustainable market position.

The purpose of this Master`s Thesis is to research strategic development approach in a case company and how strategic planning can help the case company in achieving a sustainable competitive advantage.

The Master`s Thesis is divided to introduction, theoretical and empirical part. Introduction will explain the purpose for the study. Theoretical part contains a literature review about three main concepts which are strategy, business and competition. The empirical part was carried out as a qualitative study including analyses and results made from the observations and knowledge, which were carried out using SWOT and PEST analyses. Scenario planning was used for creating possible future scenarios and finally a possible future strategy was created.

The research showed that strategy in itself is not enough. Actions and right decisions need to be done in order to succeed. Sports industry needs new trends, innovations and ways of operating in order to challenge other industries. The research offered future directions for the company by analyzing the history, current situation and the future.