Strategic Analysis of the company Universal Life in Cyprus

The topic of this bachelor thesis is about the company Universal Life, which is an insurance company operating in Cyprus in both life and health and accident sectors. The aim of this bachelor thesis is to perform a strategic analysis of Universal Life, analyze its current strategy and position, and provide recommendations for improvement. The bachelor thesis is comprised of a theoretical and practical part. In the theoretical part, various strategic tools and methods which are going to be used are described, such as the stakeholder analysis, PEST analysis, Porter’s five forces analysis, VRIO analysis and SWOT analysis in order to analyze the company’s internal and external environment. In the practical part, these tools and methods are applied to the selected company. At the end, recommendations for future improvement are provided based on the outcomes of the analysis.