Planejamento estratégico como ferramenta de gestão e competitividade na pequena empresa

Abstract

The use of strategic planning, applied as a tool, to achieve competitive advantage in the market, can be challenging, within this research the theme is approached from the angle of the small businesses. Such companies have particularities in the strategic process, whether is due to the complexity of the tool, resources or management characteristics. Therefore, the way in which strategic planning is implemented in small companies to obtain competitive advantage was analyzed. The general objective of this study is to evaluate the importance of structuring the Strategic Planning as a management and competitiveness tool in small companies. The methodology to qualify and measure the answers about the problem in question and reach the objectives was done by carrying out a qualitative and descriptive case study, the object of study is a small electronics retail company in Fortaleza-CE. Regarding data collection, it was built by semi-structured interviews with the company's managers. Data analysis was performed using the content analysis technique. The main results obtained were to know the implantation and the influence of the strategic planning in the Company, how the company is positioning itself in the inserted market and what it seeks to accomplish for the conquest of the competitive advantage.This work focuses on contributing to an expansion of knowledge about the use of strategy in small companies.