Planejamento estratégico como fonte de vantagem competitiva: um estudo de caso na Unimed Fortaleza

Abstract

This paper aims to show the importance of using the "tool" Strategic Planning as a competitive advantage to companies in such competitive and globalised market. It shows definitions and implications of the terms "planning" and "strategy" in the business field. It covers external and internal pre-requirements as well as the company's position on implementing strategies. It highlights the different kinds of process in the strategy adopted by companies. It deals with external strategic diagnosis, which involves familiarization with the macro environment, competition and marketing analysis; and with internal diagnosis, involving organizational resources, its architecture, competences, chain and value. It shows the formulations of business strategies, dealing with their required policies and supporting models like the SWOT analysis, dynamic models of competition and cooperation, definition of targets and foimulation of strategies. It deals with business strategies, the good side of competition and the implementation of strategies highlighting the organizational performance when facing challenge of making changes. It shows a strategic evaluation by auditing results, controlling and evaluating strategic planning. Finally, it presents a case study about the strategic planning adopted by Unimed Fortaleza.