Gestão estratégica de uma rede de varejo de acessórios para celulares

Abstract

Defining business strategies to achieve organizational objectives has been a challengefor cell phone retail companies. To this end, in order to resist a constant increase in competition, good management practices have been widely used in this process. In this way, organizational management structure tools can be adopted to obtain greater effectiveness of strategies, promoting increasingly profitable development. This work presents a case study, with management practices implemented in a Cell Phone Accessories Retail chain located in Ceará. Different business management practices were identified, aiming to achieve the company's strategic objectives. Among the toolsapplied, the following stand out: Organizational structuring, Construction of Organizational Culture, Scenario Analysis and Definition of the Strategic Business Map through the Balanced Scorecard. It was concluded, therefore, that the general and specific objectives of the work were achieved through the formulation of the Strategic Planning and the elaboration of the action plans necessary for implementation.