Análise SWOT: uma contribuição para a gestão de uma microempresa familiar revendedora do ramo alimentício do agreste paraibano

Abstract

This research had as objective do a diagnosis organizational based in the matrix SWOT of a family company, considering the growth social and economic that these organizations promote. According the methodological proceedings, was done a bibliographic research, then was applied questionnaires with the company’s costumers and a interview with de manager of the market. Then was analyzed the strengths, weaknesses, threats and opportunities found in the market studied, through of the matrix SWOT and have been suggested actions for resolve or minimize the identified problems. The market have some weaknesses, that are lack of strategic planning, low range of fruit and vegetables, promotions that satisfy customers, installations that need repairs and accounting information for just tax purposes. For the strengths the market have a good service, good variety, good organization, good products organization, home delivery and efficient shopping operation. The opportunities are the great location, demographic growth, and the recognized business. And for the threats exist the competitions, changes in the rates currently paid, risk of family break up, risk of eviction and lack of assertive advertising.