Proposta de planejamento estratégico em uma microempresa: : estudo de caso em um comércio varejista

Abstract

Faced with the current competitive scenario, micro enterprises always look for increasingly diversified alternatives to survive and, consequently, continue growing in the market. Thus, strategic planning is one of the most effective tools to help organizations make decisions. Based on this contexto, the presente work aims to develop a strategic plan for a micro enterprise located in the city of the Limoeiro do Norte-CE. Regarding the methodology of the work, it is classified as an applied research with a qualitative approach, on the objectives, it is presented as an exploratory and descriptive research. Regarding the technical procedures, bibliographic research and case study are used. The information was collected from meetings with the owners and employees of the establishment, observations and application of management tools, such as the SWOT matrix and the 5W2H tool. The results enabled the analysis of the company’s internal and external environment and the creation of thw SWOT matrix. From the matrix, the points to be improved and to reinforce the positive points were identified, making it possible to formulate five strategies, which are: 1) reduce the delay in service via WhatsApp, 2) develop a financial investment plan, 3) expansion of the company, 4) keeping the company and 5) improving training with employees. For each of the strategies, action plans and indicators were defined to achieve the objectives. Therefore, the general and specific objectives of the work were achieved through the elaboration of the Strategic Planning for the retail trade.