This diploma thesis focuses on the development of a strategy for a medium-sized waste management company with a broad range of services. As a result of the relatively small size of the company, these services can be changed and expanded easily. A main focus of the company is the sorting of waste. Due to the current growth of the company, future success potentials are to be presented. These result from the situation of the business environment on the one hand and from the company conditions on the other hand. Therefore, both areas are examined in detail. The company is well-established in waste management, a very promising industry sector. As a consequence, several development trends are possible. An innovative strategy offers the best chances of success and allows the company to actively shape the future. By making use of the numerous existing co-operations with other companies, the highly qualified staff and the favourable financial situation, the company is able to realise innovation management. The aim is to develop innovative product and process technologies which can be used in the company to satisfy customer needs. In addition, the R&D results are to be marketed.