Strategy update in a design and consulting company

The target company of the present thesis is a small engineering company specialising in electrical design. The company’s current development stage and changes in its operating environment call for a strategy up-date. The objective of this study was to formulate key conclusions based on an analysis of the company’s current strategy and its operating environment which will later act as an input to the company’s strategy process. The strategy process itself is left outside the scope of this study. The research process started looking at tools from the literature to form a conceptual framework. These frameworks were needed for conceptualising the current strategy and to analyse the strategic operating environment. The current state analysis was made using these conceptual frameworks. Based on a current state analysis, conclusions were formulated for an operating environment analysis as key input to the target company’s strategy formulation. The analysis covered the perspectives of the company’s vision statement, competitive strategy, growth strategy, a competitor analysis, customer analysis and core competence analysis The company’s shareholders and board of directors were involved in the process by asking them to provide feedback on the conclusions of this study. The outcome of this research are key conclusions that will guide the company’s strategy process in the future