Planejamento estratégico em microempreendimento individual: estudo de caso de uma loja do varejo de roupas e acessórios femininos na cidade de Morada Nova-CE

Abstract

The challenge of entrepreneurship goes beyond the creation of a new business. In order for the entrepreneur to ensure the sustainable and balanced growth of the enterprise, it is necessary to plan and structure the company. With the individual microentrepreneur it is no different, even more so considering the current moment of uncertainty, caused by the pandemic of the new Coronavirus. The objective of this work is to propose the implementation of a Strategic Planning through a case study, in a retail store of women's clothing and accessories in the city of Morada Nova - CE. This is a descriptive and exploratory research, which uses qualitative data. The information was collected through an interview with the store owner, observations and the application of management tools, such as the SWOT matrix and an adaptation of the 5W2H. The results enabled the elaboration of four strategic objectives, which are: a) improving the visibility of the business on social networks and creating an additional sales channel, b)computerization of business data, c) structural improvement of the business environment, and d) increased management knowledge. Based on the strategic objectives, the actions to achieve them were defined. In addition, the results point to the adhesion of new customers, in at least 50% in relation to the current level of 85 frequent customers, in addition to an increase in sales of at least 20% in the period of 6 months from its application.