| Summary: | Verkefnið er lokað til 31.12.2124. The focus of this essay is how Þór Sport Club is able to improve their strategy. To achieve that, they must look into their internal and external environment and look at different types of analysis. Starting with PESTEL, Porter´s five forces framework and VRIO. Continuing would be SWOT which should be accumulated on the last three analysis. Furthermore they should look at analysis like stakeholders, stakeholders´ mapping, Corporate Social Responsibility (CSR), strategy clock, game theory and complete it with BCG matrix. There are four crucial factors to look into for the coming years; balanced scorecards and strategy mapping for the staff to use, increasing of population in local areas, decreasing of sports clubs and implementation of a Sports director. As a result of that work, departments can develop their own strategy based on their needs. While writing the essay, policies and regulations of the The National Olympic and Sports Association of Iceland and the IB Akureyri were kept in mind. A qualitative research method was used where individuals were interviewed. Keywords: Strategy, strategic management, macro environment, corporate strategy, Resources & capabilites and sports
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