| Summary: | Verkefnið er lokað til 10.4.2117. The objective of this BSc. Dissertation in business administration is to analyze what Launafl ehf. would gain from implementing a new corporate strategy. The corporate strategy has not been renewed since 2009, so to prepare for the future, it was necessary to prepare a new corporate strategy for the company. Using different models and frameworks, like SWOT analysis, PESTLE framework, Porters five forces and stakeholder analysis, I identified what Launafl does well and what elements need improvement. I interviewed key employees as well as the owners of the company to get their view on the current strategy and the future for Launafl. Using the SWOT analysis as the form of interview, I collected the views on the future for the company from both management, employees as well as the board. The analysis showed that Launafl would gain considerably from implementing a new corporate strategy. It also showed that Middle-management and employees were unaware of where the company strategy and the plans for the future. The current strategy from 2009 is mostly a mission statement, e.g. stating: “we will look at opportunities when they present themselves”. The strategy presented no detailed plans or ideas identifying how Launafl will be the preferred contractor. A more visionary strategy is needed. The employees are the most important resource that Launafl have, making continuing education and training the key to ensuring employee satisfaction and for the company to reach its goals and ensure success. I have, based on the qualitative input, provided a suggestion for a new strategy, which will be presented to the board and management. Keywords: Corporate strategy, SWOT, Stakeholders, competition, Porters five forces Lokaverkefni þetta er til B.Sc. gráðu í viðskiptafræði við Háskólann á Akureyri og markmið þess er að meta ávinning þess að innleiða nýja heildar stefnu hjá Launafli ehf. Frá upphafi var ákveðið að vinna verkefnið efnið út frá viðtölum við stjórnendur, eigendur og starfsfólk ...
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