Proposta de planejamento estratégico para uma microempresa do setor varejista de vestuário na cidade de pedras de Fogo-PB: um estudo de caso.

Abstract

The organizations have been seeking daily to maintain themselves in the market and to be ahead of their competitors in a competitive way. Strategic Planning emerges as an indispensable tool in the preparation of organizations for this business dispute. Considering the need for the implementation of this tool as a way to help micro and small businesses to grow and compete in the market, this study aims to develop a proposal for Strategic Planning for a micro-company in the retail clothing sector in the city of Pedras de Fogo-PB. The work was built through the following steps: First, through conversations and interviews with the owner of the company in order to align expectations and acquire more accurate information about the organization. Next, there was the formulation of the Organizational Identity of the business. Next, the diagnosis of the internal and external scenarios was elaborated, resulting in the SWOT Matrix. Soon after, in light of the guidelines of the microenterprise, there was the formulation of two major objectives that were deployed in twelve strategies, indicators and goals. Consequently, the action plan proposal was created by means of the 5W2H tool, and the prioritization of the proposed solutions (RAB Matrix). The application of this methodology resulted in the construction of the micro-company's mission, vision, and values, and the identification of its strengths, weaknesses, threats, and opportunities. Through these weak points, which leave the organization at a disadvantage, actions were outlined to transform them into favorable factors that will enable the company to get where it wants to go. The lack of knowledge about Strategic Planning techniques and the benefits derived from its implementation, as well as the entrepreneur's not very flexible mentality associated with the fear of change, were some of the difficulties encountered in this study. However, it was explicit the relevance and the contribution that this research had for the studied microcompany.