Análise SWOT como base planejamento estratégico: um estudo em uma rede de supermercados

Abstract

The main objective of the research is to highlight the potential that SWOT analysis can bring to strategic management in a supermarket chain. Regarding methodological procedures, this study has a descriptive characteristic, it is also bibliographic and a case study. The research was carried out on site in a supermarket chain located in the northeast region. The collection instrument was a semi-structured interview applied at the administrative headquarters of a supermarket chain with managers from the Presidency, Accounting, Marketing, Human Resources, Purchasing and Pricing sectors, aiming to carry out a SWOT analysis to find out more about their strategic planning marketplace. The results presented indicate that in the internal environment, one of the strengths is maintaining structured stores and thus serving customers for each need of social class and location. Among the weaknesses analyzed indicate that a portion of customers who do not use digital media ends up taking a backseat. Another weakness in the financial sphere is not using cash flow. In the external environment the opportunities point to the that it has a good knowledge of the society in which it operates and customer preferences and the biggest threat is new competitors due to the increase in the sector in which it operates.