Proposta de implementação de um planejamento estratégico : um estudo de caso aplicado em uma indústria de produção de cerâmica vermelha localizada na cidade de Russas - CE

Abstract

Strategic planning is a systematic process for developing the direction of an organization. It also articulates the objectives and actions necessary to achieve a vision of the future, besides describing the metrics to measure the company's success. In view of this, the present study has the intention of proposing a strategic planning for a red ceramic industry located in the city of Russa-Ce. For this, regarding the methodological characterization of the research, according to its objectives, it can be classified as descriptive-exploratory, as to its nature, it presents itself as a qualitative and quantitative approach. As to data collection, structured interviews and questionnaires were used, while for data analysis, content research and statistical data analysis were performed. The first step in the structuring of strategic planning was to define the business philosophy of the company, such as its mission, vision and values. Next, to prepare the action plans, by means of the 5W1H methodology, the necessary strategic tools were used to identify the reality in which the organization finds itself, these tools being the business diagnosis, analysis of the internal and external environment, to classify its strengths and weaknesses, as well as its threats and opportunities. In addition, to align and check the perceptions of customers and the market, the Importance-Performance matrix, Porter's strengths, and the Anfoff matrix were also used. In order to support the objectives and strategies, a strategic map was developed to facilitate the visualization of all processes. Next, performance indicators and targets were proposed for the 4 managements perspectives, based on the Balanced Scorecard methodology. Therefore, for the ceramic company that does not use strategic planning, it demonstrates that the process continuously monitors progress, evaluates results, and predicts payback time, and allows the company in question to move in anticipation of changing market conditions.