The purposes of this thesis are to examine the strategic adjustments to changes in the external business environment, especially the three sub-topics of whether changes in seven forces of the external business environment all lead to strategic adjustments, the possible strategic adjustments and if the strategic adjustments are spread out on all three levels of strategies. With the interview data from six different employees from six different companies, the results pointed out that not all changes in all seven external forces will lead to strategic adjustments because it greatly depends on the industries and the effects of the changes on profitability. Furthermore, this research discovered that there are different strategic adjustment tactics such as retrenchment, downsizing, divestitures, etc. Results show that strategic adjustments are spread out on all three levels of strategies. In a nutshell, this thesis provides knowledge and suggestion on the proper choices of strategic adjustments to changes in the external business environment.

The purposes of this thesis are to examine the strategic adjustments to changes in the external business environment, especially the three sub-topics of whether changes in seven forces of the external business environment all lead to strategic adjustments, the possible strategic adjustments and if the strategic adjustments are spread out on all three levels of strategies. With the interview data from six different employees from six different companies, the results pointed out that not all changes in all seven external forces will lead to strategic adjustments because it greatly depends on the industries and the effects of the changes on profitability. Furthermore, this research discovered that there are different strategic adjustment tactics such as retrenchment, downsizing, divestitures, etc. Results show that strategic adjustments are spread out on all three levels of strategies. In a nutshell, this thesis provides knowledge and suggestion on the proper choices of strategic adjustments to changes in the external business environment.

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