Elaboração de um planejamento estratégico para microempresa: estudo de caso em um comércio varejista

Abstract

In recent years, entrepreneurship has been seen as an opportunity for those seeking financial independence. In this scenario, many budding entrepreneurs choose to start as microenterprises. However, many of these companies face challenges growing and remaining competitive in the market, often due to a lack of training or planning. Therefore, it is clear that a well-developed strategic plan can be an effective tool to help companies of this size develop and remain sustainable. Therefore, this paper aims to develop the strategic plan for a microenterprise in the general merchandise retail trade, located in the city of Pacajus, in the state of Ceará. This is an applied research study with a qualitative approach. Regarding its objectives, the research is characterized as exploratory and descriptive. Regarding technical procedures, a case study of the company under analysis was conducted. Information was collected through semi-structured interviews with the microbusiness owner, observations, and the application of management tools that comprise the strategic planning process, such as the SWOT matrix and the 5W1H tool. The results enabled the analysis of the company's internal and external environment, as well as the development of strategic objectives, which are: Professionalize the grocery store's financial management; Increase monthly revenue; Make the delivery service more efficient and scalable; Increase customer satisfaction; Increase visibility and attract new customers; Increase profitability; Maximize the use of the ERP system; Expand the product mix and improve in-store display; Train the team to take on operational tasks and standardize service; and train the owner to develop management skills. To achieve these objectives, action plans were created with specific strategies for each of them. It is concluded, therefore, that the general and specific objectives proposed for the work were achieved through the elaboration of a strategic plan focused on the reality of a retail micro-enterprise located in Pacajus-CE.