Desenvolvimento de um planejamento estratégico: estudo de caso em uma microempresa de moda feminina

Abstract

Given the increasing market competition, micro-enterprises are constantly seeking diversified strategies to ensure their sustainability and growth. In this context, strategic planning emerges as an essential tool to support decision-making and optimize organizational management. Based on this scenario, this study aims to develop a strategic plan for a micro-enterprise in the women’s fashion sector located in Quixeré-CE, Brazil. Regarding the methodology, the research is classified as applied, with a qualitative approach, and presents an exploratory and descriptive character in relation to its objectives. The technical procedures adopted include a bibliographic review and a case study. Data collection was carried out through meetings with owners and employees, direct observation, and the application of management methodologies such as the SWOT matrix, the 5W2H method, and the Business Model Canvas. The results enabled a detailed assessment of the company’s internal and external environments, leading to the construction of the SWOT matrix. Through this analysis, aspects to be improved and strengths to be enhanced were identified, resulting in the formulation of four strategies. For each strategy, action plans and performance metrics were established, ensuring a practical approach to implementing improvements, as well as the development of a business model (BMC). Thus, both the general and specific objectives were achieved, culminating in the proposal of a Strategic Plan for the retail sector.