Administração estratégica como ferramenta na tomada de decisões para mercadinhos varejistas: estudo de caso de três mercadinhos do centro de Fortaleza-Ce

Abstract

This monograph uses the analysis of internal and external environments for the development of a strategic plan for three grocery stores in the neighborhood of the center of Fortaleza - CE. A questionnaire was used to survey research data that permitted the profile of consumers who frequent the grocery RL cold Supercenter and Lene. The research was conducted in the form of semi-structured questionnaire applied to 66 clients each shop between 17 and 28 December 2012. Based on this research were performed these action plans such small markets with the aim of increasing profitability based on the potential found from customer accounts. Secondarily, held a collection of information about the historical evolution of the retail market in Brazil, focusing on segments of grocery retailers. Financial difficulties of managers, customer loyalty problems, caused by deficiency in service employees were the main points found and observed in the survey. At the end, we can see that despite being located in the same region, there is a great difference in the structure, in the form of care, services and customers in the grocery surveyed. With the completion of a strategic plan, based on this research, everyone can take advantage of their potential to grow and remain competitive in the region.