Strategic Management and Company
Internal and external analysis
Case: Markkinointi Pakkaset Oy
Tia-Maria Pakkanen
Degree Thesis
International
Förnamn Efternamn Business
2012
DEGREE THESIS
Arcada
Degree Programme:
International Business
Identification number:
Author:
Title:
Tia-Maria Pakkanen
Supervisor (Arcada):
Sveinn Eldon
Commissioned by:
Markkinointi Pakkaset Oy
This thesis was commissioned by Markkinointi Pakkaset Oy, owner of five
HTH Kitchenforum showrooms in Helsinki, Vantaa, Lahti, Lappeenranta and Kouvola.
The thesis objective was to investigate the internal and external environments of the case company, find the factors affecting the company’s performance and competitiveness and to make strategic recommendations based on these findings, in order to improve the company’s competitiveness.
This research is significant to the company, as research to this extent has not been conducted before. During the last two years the case company has been implementing a significant expansion strategy and, therefore, there have been big changes in the company’s internal and external environments. It is essential for companies to analyze its environments regularly and reassess the direction of its business, in order to further develop its business. This thesis aims at finding solutions to following questions: What is the current state of the case company’s internal and external environment? What strategic recommendations can be made to the company based on these findings?
Literature in strategic management was used as the theoretical framework. The theories of value chain, competitive advantage and core competencies were used as the main theories. The qualitative research method was used as the thesis research approach. The qualitative method was chosen as the objective was to find new perspectives and ideas for the company and to get a deeper understanding about researched phenomena. Empirical research was carried out through individual interviews.
Case: Markkinointi Pakkaset Oy
Tia-Maria Pakkanen
Degree Thesis
International
Förnamn Efternamn Business
2012
DEGREE THESIS
Arcada
Degree Programme:
International Business
Identification number:
Author:
Title:
Tia-Maria Pakkanen
Supervisor (Arcada):
Sveinn Eldon
Commissioned by:
Markkinointi Pakkaset Oy
This thesis was commissioned by Markkinointi Pakkaset Oy, owner of five
HTH Kitchenforum showrooms in Helsinki, Vantaa, Lahti, Lappeenranta and Kouvola.
The thesis objective was to investigate the internal and external environments of the case company, find the factors affecting the company’s performance and competitiveness and to make strategic recommendations based on these findings, in order to improve the company’s competitiveness.
This research is significant to the company, as research to this extent has not been conducted before. During the last two years the case company has been implementing a significant expansion strategy and, therefore, there have been big changes in the company’s internal and external environments. It is essential for companies to analyze its environments regularly and reassess the direction of its business, in order to further develop its business. This thesis aims at finding solutions to following questions: What is the current state of the case company’s internal and external environment? What strategic recommendations can be made to the company based on these findings?
Literature in strategic management was used as the theoretical framework. The theories of value chain, competitive advantage and core competencies were used as the main theories. The qualitative research method was used as the thesis research approach. The qualitative method was chosen as the objective was to find new perspectives and ideas for the company and to get a deeper understanding about researched phenomena. Empirical research was carried out through individual interviews.
References: Balance Consulting. 2012, Nopea kasvu siivitti Markkinointi Pakkaset Oy:n vahvaan nousuun Barney, J. 2007, Gaining sustaining competitive advantage. 3rd Edition. Prentice Hall. Barney, J. & Hesterley, W. 2008, Strategic Management and Competitive Advantage. Prentice Hall. Coulter, M. 2008, Strategic management in action. 4th Edition. Pearson Education. Frosterus, N. & Roponen, S. 2011, Suomalainen verkkokauppa kasvaa ja kehittyy. Hamel, G. & Prahalad, C. K. 2006, Kilpajuoksu tulevasta. Original English version: Competing for the Future Heikkinen, H. & Huttunen, R. & Moilanen, P. 1999, Siinä tutkija missä tekijä. Atena Kustannus. Hirsjärvi, S. & Remes, P. & Sajavaara, P. 1997, Tutki ja kirjoita. Tammer-Paino Oy. Kamansky, M. 2000, Strateginen johtaminen. Gummerus Kirjapaino Oy. Jyväskylä. Kananen, J. 2011, Rafting Through the Thesis Process. JAMK University of Applied Sciences Kehusmaa, K. 2012, Strategiatyö – Organisaation voimalähde. Helsingin seudun kauppakamari / Helsingin Kamari Oy. Lindroos, J.E. & Lohivesi, K. 2006, Onnistu Strategiassa. 2nd Edition. WSOY. Lynch, R. 2006, Corporate Strategy. 4th edition. Prentice Hall. Porter, M. 1985, Kilpailuetu. Original English version: Competitive Advantage – Creating and Sustaining Superior Performance Porter, M. 2006, Kansakuntien kilpailuetu. Original English version: The Competitive Advantage of Nations. 2nd Edition. Sane Töregård Agency Ab. Rissanen, T. 2007, Kilpailu markkinoilla. Kustannusyhtiö Pohjantähti. Vaasa. Silverman, D. 2005, Doing Qualitative Research. 2nd Edition. Sage Publications Ltd. Tuomi, J. & Sarajärvi, A. 2002, Laadullinen tutkimus ja sisällönanalyysi. Tammi. Worthington, I. & Britton, C. 2009, The Business Environment. 6th Edition. Pearson Education Limited Zimmerer, T. & Scarborough, N. 2002, Essentials of Entrepreneurship and Small Business Management