Elaboração de um planejamento estratégico voltado para uma loja de lingerie localizada no interior do ceará

Abstract

Brazil is increasingly registering a growth in companies with a small profile. In 2024, it reached the mark of 1.9 million virtual stores, which represents a growth of 17.14% compared to the 2023 survey. Of these stores, 68.44% sell between one and ten products, indicating that the profile of e-commerce in the country is more aligned with individual entrepreneurs or small businesses. This same profile of small businesses has difficulty remaining solid in the market, causing numerous registered closures. Several reasons are raised in surveys carried out by agencies such as SEBRAE (Brazilian Service of Support for Micro and Small Businesses), such as lack of financial resources, labor and strategic planning, since entrepreneurs are more tied to the routine and operational activities of their companies. To prepare this work, a mainly applied research was carried out, in addition to bibliographic and descriptive research in a case study of a company with the profile of an Individual Company (EI) that has historical data of initiated activities, being an online lingerie store located in the interior of Ceará. However, this store had its activities paused, due to flaws detected in its strategic planning. The main purpose of this is to understand the difficulties of small companies in preparing a plan and to carry out considerations based on improvements and observations about the preparation of the project. As a result, deliveries of an environment analysis based on research were obtained that allowed the construction of the company's philosophy, in addition to an action plan based on key performance objectives.