Planejamento estratégico: um estudo de caso em um comércio varejista de materiais de construção

Abstract

Amid intense market competition, microenterprises have sought different ways to stand out and continue developing in the competitive market. In this context, strategic planning proves to be indispensable, as assists in decision-making and contributes to the improvement of company management. In view of this, the present study aims, as its general objective, to propose a strategic planning for a microenterprise in the construction materials sector. Regarding the methodology of the work, it is an applied research with a qualitative approach. In relation to the purposes, it is classified as exploratory and descriptive research, with both a literature review and a case study used as technical procedures. The data collected for the research were gathered from meetings with the owner and collaborators, direct observations, and the application of tools that are part of the strategic planning process, such as the SWOT matrix and the 5W1H method. As a result, it became possible to understand the strengths and weaknesses to be strengthened and enhanced within the organization. From this, six strategies were formulated, which are: develop a financial planning; increasing the frequency of social media posts; preparing a promotion plan; expanding the product portfolio; keeping inventory control data updated; and providing training for the work team. In sequence, action plans and indicators were formulated for the implementation and monitoring of the proposed strategies. It can therefore be concluded that the general and specific objectives defined for the research were achieved through the proposition of a strategic planning for the retail microenterprise of construction materials.