Proposta de planejamento estratégico em uma microempresa: estudo de caso em um comércio especializado no serviço de sinalização de trânsito

Abstract

In recent years, entrepreneurship has become a viable option as an alternative to traditional jobs in the public or private sector, and the number of individuals seeking to start their own businesses has increased considerably. However, entrepreneurship also brings with it significant challenges, such as financial risks, uncertainty and the need to develop entrepreneurial skills. Strategic business planning is vital to dealing with such challenges and is a crucial tool for the survival of any company. In the absence of it, the company faces difficulties in identifying the needs and opportunities that exist within the target market. The objective of this work is to propose strategic planning for an establishment specialized in traffic signaling, located in the city of Limoeiro do Norte, in the state of Ceará. This is applied research with a qualitative approach, with exploratory and descriptive characteristics. To achieve the objectives, technical procedures such as bibliographic research and case studies were used. The information was obtained through a meeting with the owners, observations and the application of management tools, such as the SWOT matrix and the 5W1H tool. The results obtained made it possible to analyze the company's internal and external environment, thereby creating the SWOT matrix. Based on this matrix, areas in need of improvement and strengths to be strengthened were identified. This diagnosis made it possible to formulate four strategies, which are: a) Product Diversification, b) Supplier Diversification, c) Increase in Production Capacity, d) Technological Innovation. For each of these strategies, action plans and indicators were defined. Therefore, the objectives proposed for carrying out this work were achieved.