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.

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